Mitchell, Richard; Hutchinson, Karise; Bishop, Susan - In: International Journal of Retail & Distribution Management 40 (2012) 2, pp. 157-175
Purpose – The aim of this paper is to explore the meaning of the term “retail brand” to small‐ to medium‐sized enterprise (SME) owner managers and how this impacts upon brand management practice. Design/methodology/approach – This research utilises a case study approach, which...