Brand management in small and medium-sized (SME) retailers: A future research agenda

Research output: Contribution to journalArticlepeer-review

18 Citations (Scopus)


Recently, an emerging body of literature has advocated the importance of branding to small and medium-sized (SME) retailers. Nonetheless, this discourse has ignored the complexities and idiosyncrasies of retail branding. The aim of this paper is to provide a new theoretical understanding of brand management by SME retailers. In order to achieve this aim, the paper integrates the brand management, SME branding, and retail branding literature, and offers a conceptual framework for SME retail branding. A number of propositions are included that aid understanding of brand management in SME retail organisations. It is anticipated that these propositions will help shape future empirical research in this area. Further in-depth research into the application of branding within the SME retail context would address a significant gap in academic knowledge. In doing so, it would also provide important insights for management practice.
Original languageEnglish
Pages (from-to)1367-1393
JournalJournal of Marketing Management
Issue number11-12
Publication statusPublished (in print/issue) - 8 Jul 2012

Bibliographical note

Reference text: 1. Aaker, A. (1997). Dimensions of brand personality. Journal of Marketing Research, 34, 347–357. doi: 10.2307/3151897 [CrossRef], [Web of Science ®]
2. Aaker, D., & Biel, A. L. (1993). Brand equity and advertising: Advertising’s role in building strong brands. London: Routledge.
3. Abimbola, T. (2001). Branding as a competitive strategy for demand management in SMEs. Journal of Research in Marketing and Entrepreneurship, 3, 97–106. doi: 10.1108/14715200180001480 [CrossRef]
4. Abimbola, T., & Kocak, A. (2007). Brand, organisational identity and reputation: SMEs as expressive organisations – A resource based perspective. Qualitative Market Research: An International Journal, 10, 416–430. doi: 10.1108/13522750710819748 [CrossRef]
5. Ailawadi, K. L., & Keller, K. L. (2004). Understanding retail branding: Conceptual insights and research priorities. Journal of Retailing, 80, 331–342. doi: 10.1016/j.jretai.2004.10.008 [CrossRef], [Web of Science ®]
6. Alexander, N., & Doherty, A.-M. (2009). International retailing. Oxford: Oxford University Press.
7. Barnes, L., & Lea-Greenwood, L. (2010). Fast fashion in the retail store environment. International Journal of Retail and Distribution Management, 38, 760–772. doi: 10.1108/09590551011076533 [CrossRef]
8. Bath, S., & Reddy, S. K. (2001). The impact of parent brand attribute association and affect on brand extension evaluation. Journal of Business Research, 53, 111–122. doi: 10.1016/S0148-2963(99)00115-0 [CrossRef], [Web of Science ®]
9. Berthon, P., Hulbert, J. M., & Pitt, L. F. (1999). Brand management prognostications. Sloan Management Review, 40, 53–65.
10. Berthon, P., Ewing, M. T., & Napoli, J. (2008). Brand management in small to medium sized enterprises. Journal of Small Business Management, 46, 25–45. doi: 10.1111/j.1540-627X.2007.00229.x [CrossRef]
11. Boyle, E. (2003). A study of entrepreneurial brand building in the manufacturing sector in the UK. Journal of Product and Brand Management, 12, 79–93. doi: 10.1108/10610420310469779 [CrossRef]
12. Boyle, E. (2007). A process model of brand co-creation: Brand management and research implications. Journal of Product and Brand Management, 16, 122–131. doi: 10.1108/10610420710739991 [CrossRef]
13. Bresciani, S., & Eppler, M. J. (2010). Brand new ventures? Insights on start-ups’ branding practices. Journal of Product and Brand Management, 19, 356–366. doi: 10.1108/10610421011068595 [CrossRef]
14. Bridson, K., & Evans, J. (2004). The secret to a fashion advantage is brand orientation. International Journal of Retail and Distribution Management, 32, 403–411. doi: 10.1108/09590550410546223 [CrossRef]
15. Brown, S. (1995). Postmodern marketing. London: Routledge.
16. Brown, S., & Patterson, A. (2006). ‘You’re a wizard Harry!’ Consumer response to the Harry Potter phenomenon. Advances in Consumer Research, 33(1), 155–160.
17. Burt, S. (2000). The strategic role of retail brands in British grocery retailing. European Journal of Marketing, 34, 875–890. doi: 10.1108/03090560010331351 [CrossRef]
18. Burt, S., & Carralero-Encinas, J. (2000). The role of store image in retail internationalisation. International Marketing Review, 17, 433–453. [CrossRef], [Web of Science ®]
19. Burt, S., & Davies, S. (1999). Follow my leader? Lookalike retailer brands in non-manufacturing dominated product markets in the UK. The International Review of Retail, Distribution and Consumer Research, 9, 163–185. doi: 10.1080/095939699342624 [Taylor & Francis Online]
20. Burt, S., & Davies, K. (2010). From the retail brand to the retail-er as a brand: Themes and issues in retail branding research. International Journal of Retail and Distribution Management, 38, 865–878. doi: 10.1108/09590551011085957 [CrossRef]
21. Burt, S., & Sparks, L. (2002). Corporate branding, retailing and retail internationalisation. Corporate Reputation Review, 5, 194–215. doi: 10.1057/palgrave.crr.1540174 [CrossRef]
22. Carson, D., & Gilmore, A. (2000). Marketing at the interface: Not ‘what?’ but ‘how?’. Journal of Marketing Theory and Practice, 8, 178–193.
23. Carson, D., Gilmore, A., & Rocks, S. (2004). SME marketing networking: A strategic approach. Strategic Change, 13, 369–382. doi: 10.1002/jsc.695 [CrossRef]
24. Carson, D., & McCartan Quinn, D. (1995). Non-practice of theoretically based marketing in small business issues arising and their implications. Journal of Marketing Theory and Practice, 3, 24–33.
25. Coca-Stefaniak, J. A., Parker, C., & Rees, P. (2010). Localisation as a marketing strategy for small retailers. International Journal of Retail and Distribution Management, 38, 677–697. doi: 10.1108/09590551011062439 [CrossRef]
26. Collins-Dodd, C., & Lindley, T. (2003). Store brands and retail differentiation: The influence of store image and store brand attitude on store own brand perceptions. Journal of Retailing and Consumer Services, 10, 345–353. doi: 10.1016/S0969-6989(02)00054-1 [CrossRef]
27. Christodoulides, G. (2008). Breaking away from the industrial age paradigm of branding. Journal of Brand Management, 15, 291–293. doi: 10.1057/ [CrossRef]
28. Cova, B., & Cova, V. (2002). Tribal marketing. European Journal of Marketing, 36, 595–620. doi: 10.1108/03090560210423023 [CrossRef]
29. Cova, B., Pace, S., & Park, D. J. (2007). Global brand communities across borders: The Warhammer case. International Marketing Review, 24, 313–329. doi: 10.1108/02651330710755311 [CrossRef], [Web of Science ®]
30. Cox, R., & Britain, P. (2003). Retail management (3rd ed.). London: Pitman.
31. Culkin, N., & Smith, D. (2000). An emotional business: A guide to understanding the motivations of small business decision takers. Qualitative Market Research: An International Journal, 3, 145–157. doi: 10.1108/13522750010333898 [CrossRef]
32. Davies, G. (1992). The two ways in which retailers can be brands. International Journal of Retail and Distribution Management, 20, 24–34. doi: 10.1108/09590559210009312 [CrossRef]
33. Dawson, J. (1994). The internationalisation of retailing. Journal of Marketing Management, 10, 267–282. doi: 10.1080/0267257X.1994.9964274 [Taylor & Francis Online]
34. de Chernatony, L. (2001). A model for strategically building brands. Brand Management, 9, 32–44. doi: 10.1057/ [CrossRef]
35. de Chernatony, L. (2009). Towards the holy grail of defining ‘brand’. Marketing Theory, 9, 101–105. doi: 10.1177/1470593108100063 [CrossRef], [Web of Science ®]
36. de Chernatony, L., & Dall’Olmo Riley, F. (1998a). Defining a brand: Beyond the literature with experts’ interpretations. Journal of Marketing Management, 14, 417–443. doi: 10.1362/026725798784867798 [Taylor & Francis Online]
37. de Chernatony, L., & Dall’Olmo Riley, F. (1998b). Modeling the components of the brand. European Journal of Marketing, 32, 1074–1090. doi: 10.1108/03090569810243721 [CrossRef]
38. de Chernatony, L., & Dall’Olmo Riley, F. (1999). Brand management through narrowing the gap between brand identity and brand reputation. Journal of Marketing Management, 15, 157–179. doi: 10.1362/026725799784870432 [Taylor & Francis Online]
39. de Chernatony, L., & Segal-Horn, S. (2001). Building on services’ characteristics to develop successful services brands. Journal of Marketing Management, 17, 645–669. doi: 10.1362/026725701323366773 [Taylor & Francis Online]
40. Department for Business, Innovation and Skills. (2008). Small and medium enterprise statistics for the UK and regions. Retrieved from:
41. Doherty, A. M., & Quinn, B. (2002). Retail franchising: Current research themes and an agenda for future research. International Journal of Retail and Distribution Management, 30, 224–227.
42. Doyle, S., Moore, C. M., Doherty, A. M., & Hamilton, M. (2008). Brand context and brand control: The role of the flagship store in B&B Italia. International Journal of Retail and Distribution Management, 36, 551–563. doi: 10.1108/09590550810880589 [CrossRef]
43. Feldwick, P. (1996). Do we really need brand equity? The Journal of Brand Management, 4, 9–28.
44. Fernie, J., Moore, C., Lawrie, A. & Hallsworth, A. (1997). The internationalisation of the high fashion brand: The case of central London. Journal of Product and Brand Management, 6, 151–162. doi: 10.1108/10610429710175673 [CrossRef]
45. Filis, I (2002). Small firm marketing theory and practice: Insights from the outside. Journal of Research in Marketing and Entrepreneurship, 4, 134–157. doi: 10.1108/14715200280001469 [CrossRef]
46. Fournier, S. M. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24, 343–374. doi: 10.1086/209515 [CrossRef], [Web of Science ®]
47. Fournier, S. M., & Yao, J. L. (1997). Reviving brand loyalty: A reconceptualisation within the framework of consumer–brand relationships. International Journal of Research in Marketing, 14, 451–472. doi: 10.1016/S0167-8116(97)00021-9 [CrossRef], [Web of Science ®]
48. Fournier, S. M., Sele, K., & Schögel, M. (2005). The paradox of brand community management. Thexis, 22, 16–20.
49. Gabbott, M., & Jevons, C. (2009). Brand community in search of theory: An endless spiral of ambiguity. Marketing Theory, 9, 119–122. doi: 10.1177/1470593108100066 [CrossRef], [Web of Science ®]
50. Gilmore, A., Carson, D., & Grant, K. (2001). SME marketing in practice. Marketing Intelligence and Planning, 19, 6–11. doi: 10.1108/02634500110363583 [CrossRef]
51. Gobe, M. (2001). Emotional branding: The new paradigm for connecting brands to people. New York, NY: Allworth Press.
52. Goldberg, A. I., Cohen, G., & Fiegenbaum, A. (2003). Reputation building: Small business strategies for successful development. Journal of Small Business Management, 41, 168–186. doi: 10.1111/1540-627X.00074 [CrossRef], [Web of Science ®]
53. Goodyear, M. (1996). Divided by a common language: Diversity and deception in the world of global marketing. Journal of the Market Research Society, 38, 105–122. [Web of Science ®]
54. Grewal, D., Gopalkrishnan, R., & Levy, M. (2004). Internet retailing: Enablers, limiters and market consequences. Journal of Business Research, 57, 703–721. doi: 10.1016/S0148-2963(02)00348-X [CrossRef], [Web of Science ®]
55. Grossman, R. P. (1998). Developing and managing effective consumer relationships. Journal of Product and Brand Management, 7, 27–40. doi: 10.1108/10610429810209719 [CrossRef]
56. Grover, R., & Srinivasan, V. (1992). Evaluating the effects of retail promotions on brand loyal and brand switching segments. Journal of Marketing Research, 29, 76–89. doi: 10.2307/3172494 [CrossRef], [Web of Science ®]
57. Habbershon, T. G., & Williams, M. (1999). A resource-based framework for assessing the strategic advantage of family firms. Family Business Review, 12, 1–25. doi: 10.1111/j.1741-6248.1999.00001.x [CrossRef]
58. Harris, F., & de Chernatony, L. (2001). Corporate branding and corporate brand performance. European Journal of Marketing, 35, 441–456. doi: 10.1108/03090560110382101 [CrossRef]
59. Harrison, P., & Hartley, N. (2007). The case of ‘difficult’ brands. Journal of Product and Brand Management, 16, 286–287. doi: 10.1108/10610420710763976 [CrossRef]
60. Hatch, M. J., & Schultz, M. (2003). Bringing the corporation into corporate branding. European Journal of Marketing, 37, 1041–1064. doi: 10.1108/03090560310477654 [CrossRef]
61. Heding, T., Knudtzen, C. F., & Bjerre, M. (2008). Brand management: Theory, research practice. London: Routledge.
62. Helman, D., & de Chernatony, L. (1999). Exploring the development of lifestyle retail brands. The Services Industries Journal, 19, 49–68. doi: 10.1080/02642069900000018 [Taylor & Francis Online], [Web of Science ®], [CSA]
63. Hill, J. (2001a). A multidimensional study of the key determinants of effective SME marketing activity: Part 1. International Journal of Entrepreneurial Behaviour and Research, 7, 171–204. doi: 10.1108/EUM0000000006006 [CrossRef]
64. Hill, J. (2001b). A multidimensional study of the key determinants of SME marketing activity: Part 2. International Journal of Entrepreneurial Behaviour and Research, 7, 211–235. doi: 10.1108/EUM0000000006538 [CrossRef]
65. Hill, J., & McGowan, P. (1999). Small business and enterprise development: Questions about research methodology. International Journal of Entrepreneurial Behaviour, 5, 5–18. doi: 10.1108/13552559910259829 [CrossRef]
66. Hill, J., & Wright, L. T. (2001). A qualitative research agenda for small to medium-sized enterprises. Marketing Intelligence and Planning, 19, 432–443. doi: 10.1108/EUM0000000006111 [CrossRef]
67. Hoch, S. J., & Banerji, S. (1993). When do private labels succeed? Sloan Management Review, 34, 57–67.
68. Holbrook, M., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9, 132–140. doi: 10.1086/208906 [CrossRef], [Web of Science ®]
69. Hollenbeck, C. R., Peters, C., & Zinkhan, G. M. (2008). Retail spectacles and brand meaning: Insights from a brand museum case study. Journal of Retailing, 84, 334–353. doi: 10.1016/j.jretai.2008.05.003 [CrossRef], [Web of Science ®]
70. Holt, D. (2004). How brands become icons: The principles of cultural branding. Boston, MA: Harvard University Press.
71. Horan, G., O’Dwyer, M., & Tiernan, S. (2011). Exploring management perspectives of branding in service SMEs. Journal of Services Marketing, 25, 114–121. doi: 10.1108/08876041111119831 [CrossRef], [Web of Science ®]
72. Hutchinson, K., Quinn, B., & Alexander, N. (2005). The internationalisation of small to medium-sized retail companies: Towards a conceptual framework. Journal of Marketing Management, 21, 149–179. doi: 10.1362/0267257053166857 [Taylor & Francis Online]
73. Hutchinson, K., Quinn, B., & Alexander, N. (2006). The role of management characteristics in the internationalisation of SMEs: Evidence from the UK retail sector. Journal of Small Business and Enterprise Development, 13, 513–534. doi: 10.1108/14626000610705723 [CrossRef]
74. Inskip, I. (2004). Corporate branding for small to medium-sized businesses – A missed opportunity or an indulgence? Brand Management, 11, 358–365. doi: 10.1057/ [CrossRef]
75. Jamal, A. (2004). Playing to win: An explorative study of marketing strategies of small ethnic retail entrepreneurs in the UK. Journal of Retailing and Consumer Services, 12, 1–13. doi: 10.1016/j.jretconser.2004.01.001 [CrossRef]
76. Kapferer, J. N. (2008). The new strategic brand management (4th ed.). London: Kogan Page.
77. Katsanis, K. P. (1999). Some effects of changes in brand management systems: Issues and implications. International Marketing Review, 16, 518–538. doi: 10.1108/02651339910300486 [CrossRef], [Web of Science ®]
78. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer based brand equity. Journal of Marketing, 57, 1–22. doi: 10.2307/1252054 [CrossRef], [Web of Science ®]
79. Keller, K. L. (1998). Strategic brand management: Building, measuring and managing brand equity. London: Prentice Hall.
80. Keller, K. L., & Lehmann, D. R. (2003). How do brands create value? Marketing Management, 12, 26–31.
81. Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25, 740–761. doi: 10.1287/mksc.1050.0153 [CrossRef], [Web of Science ®]
82. Kent, T. (2003). 2D3D: Management and design perspectives on retail branding. International Journal of Retail and Distribution Management, 31, 131–142. doi: 10.1108/09590550310465503 [CrossRef]
83. Kent, T. (2005). Ethical perspectives on the erotic in retailing. Qualitative Market Research: An International Journal, 8, 430–439. doi: 10.1108/13522750510619788 [CrossRef]
84. Kent, T. (2006). Erotic retailing in the UK (1963–2003): The view from the marketing mix. Journal of Management History, 12, 199–211. doi: 10.1108/13552520610654087 [CrossRef]
85. Kent, T. (2007). Creative space: Design and the retail environment. International Journal of Retail and Distribution Management, 35, 734–745. doi: 10.1108/09590550710773273 [CrossRef]
86. Kent, T., & Stone, D. (2007). The body shop and the role of design in retail branding. International Journal of Retail and Distribution Management, 35, 531–543. doi: 10.1108/09590550710755912 [CrossRef]
87. Kent, T., Dennis, C., & Tanton, S. (2003). An evaluation of mentoring for SME retailers. International Journal of Retail and Distribution Management, 31, 440–448. doi: 10.1108/09590550310484115 [CrossRef]
88. Knox, S. (1994). Transforming brand management from a functional activity into a core process. Journal of Marketing Management, 10, 621–632. doi: 10.1080/0267257X.1994.9964309 [Taylor & Francis Online]
89. Knox, S., & Freeman, C. (2006). Measuring and managing employer brand image in the service industry. Journal of Marketing Management, 22, 695–716. doi: 10.1362/026725706778612103 [Taylor & Francis Online]
90. Kotler, P. (1973). Atmospherics as a marketing tool. Journal of Retailing, 49, 48–64. [Web of Science ®]
91. Kozinets, R. V., Sherry, J. F., DeBerry-Spence, B., Duhachek, A., Nuttavuthisit, K., & Storm, D. (2001). Themed flagship brand stores in the new millennium: Theory, practice, prospects. Journal of Retailing, 78, 17–29. doi: 10.1016/S0022-4359(01)00063-X [CrossRef], [Web of Science ®]
92. Kozinets, R. V., Sherry, J. F., DeBerry-Spence, B., Duhachek, A., Nuttavuthisit, K., & Storm, D. (2004). Lucid agency and retail spectacle. Journal of Consumer Research, 31, 658–671. doi: 10.1086/425101 [CrossRef], [Web of Science ®]
93. Krake, F. (2005). Successful brand management in SMEs: A new theory and practical hints. Journal of Product and Brand Management, 14, 228–238. doi: 10.1108/10610420510609230 [CrossRef]
94. Kwon, K-N., Lee, K-H. & Kwon, Y. J. (2008). The effect of perceived product characteristics on private brand purchases. Journal of Consumer Marketing, 25, 105–114. doi:10.1108/07363760810858846
95. Lassen, P., Kunde, J., & Gioia, C. (2008). Creating a clearly differentiated SME brand profile: The case of Montana A/S. Brand Management, 16, 92–104. doi: 10.1057/bm.2008.24 [CrossRef]
96. Linquist, J. D. (1974). The meaning of image. Journal of Retailing, 50, 29–41. [Web of Science ®]
97. Lockshin, L. S., Spawton, A. L., & Macintosh, G. (1997). Using product, brand and purchasing involvement for retail segmentation. Journal of Retailing and Consumer Services, 4, 171–183. doi: 10.1016/S0969-6989(96)00048-3 [CrossRef]
98. Louro, M., & Cunha, P. (2001). Brand management paradigms. Journal of Marketing Management, 17, 849–876. doi: 10.1362/026725701323366845 [Taylor & Francis Online]
99. Low, G. S., & Fullerton, R. A. (1994). Brands, brand management and the brand manager system: A critical historical evaluation. Journal of Market Research, 31, 173–190. doi: 10.2307/3152192 [CrossRef], [Web of Science ®]
100. Martineau, P. (1958). The personality of the retail store. Harvard Business Review, 36, 47–55. [Web of Science ®]
101. Martenson, R. (2007). Corporate brand satisfaction and store loyalty: A study of the store as a brand, store brands, and manufacturer brands. International Journal of Retail and Distribution Management, 35, 544–555. doi: 10.1108/09590550710755921 [CrossRef]
102. Mazursky, D., & Jacoby, J. (1986). Exploring the development of store images. Journal of Retailing, 62, 145–165. [Web of Science ®]
103. Megicks, P. & Warnaby, G. (2008). Market orientation and performance in small independent retailers in the UK. International Review of Retail, Distribution and Consumer Research, 18, 105–119. doi: 10.1080/09593960701778192 [Taylor & Francis Online]
104. Mitchell, A. (1999). Out of the shadows. Journal of Marketing Management, 15, 25–42. doi: 10.1362/026725799784870423 [Taylor & Francis Online]
105. Moller, K., & Hallinen, A. (2000). Relationship marketing theory: Its roots and direction. Journal of Marketing Management, 16, 29–54. doi: 10.1362/026725700785100460 [Taylor & Francis Online]
106. Moore, C., & Birtwistle, G. (2004). The Burberry business model: Creating an international luxury fashion brand. International Journal of Retail and Distribution Management, 32, 412–422. doi: 10.1108/09590550410546232 [CrossRef]
107. Mowle, J., & Merrilees, B. (2005). A functional and symbolic perspective to branding Australian SME wineries. Journal of Product and Brand Management, 14, 220–227. doi: 10.1108/10610420510609221 [CrossRef]
108. Muniz, A. M., & O’Guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27, 412–434. doi: 10.1086/319618 [CrossRef], [Web of Science ®]
109. Nwankwo, S., & Gbadamosi, A. (2011). Entrepreneurship marketing: Principles and practices of SME marketing. London: Routledge.
110. O’Dwyer, M., Gilmore, A., & Carson, D. (2009). Innovative marketing in SMEs: A theoretical framework. European Business Review, 21, 504–515. doi: 10.1108/09555340910998805 [CrossRef]
111. Ojasalo, J., Natti, S., & Olkkonen, R. (2008). Brand building in software SMEs: An empirical study. Journal of Product and Brand Management, 17, 92–107. doi: 10.1108/10610420810864702 [CrossRef]
112. Omar, O. (1999). Retail marketing (1st ed.). London: Financial Times – Pitman Publishing.
113. Omar, O., & Fraser, P. (2011). SME retailing in the UK. In S. Nwankwo & A. Gbadamosi (Eds.), Entrepreneurship marketing: Principles and practice of SME marketing (pp. 211–229). London: Routledge.
114. Opoku, R. A., Abratt, R., Bendixen, M., & Pitt, L. (2007). Communicating brand personality: Are the web sites doing the talking for food SMEs? Qualitative Market Research: An International Journal, 10, 362–374. doi: 10.1108/13522750710819702 [CrossRef]
115. Pellegrini, L. (1993, September). Retail brands: A state of the art review. Proceedings of the 7th International Conference on Research in the Distribution Trades, Institute for Retail Studies, University of Stirling, Scotland.
116. Pettinger, L. (2004). Brand culture and branded workers: Service work and aesthetic labour in fashion retail. Consumption Markets and Culture, 7, 165–184. doi: 10.1080/1025386042000246214 [Taylor & Francis Online]
117. Ponsonby-McCabe, S., & Boyle, E. (2006). Understanding brands as experiential spaces: Axiological implications for marketing strategists. Journal of Strategic Marketing, 14, 175–189. doi: 10.1080/10427710600662983 [Taylor & Francis Online]
118. Quinn, B., & Doherty, A. M. (2000). Power and control in international retail franchising: Evidence from theory and practice. International Marketing Review, 17, 354–372. doi: 10.1108/02651330010339897 [CrossRef], [Web of Science ®]
119. Raju, J. S., Sethuraman, R., & Dhar, S. (1995). The introduction and performance of store brands. Management Science, 41, 957–978. doi: 10.1287/mnsc.41.6.957 [CrossRef], [Web of Science ®]
120. Rocks, S., Gilmore, A., & Carson, D. (2005). Developing strategic marketing through the use of marketing networks. Journal of Strategic Marketing, 13, 81–92. doi: 10.1080/0965254050008293 [Taylor & Francis Online]
121. Rowley, J. (2006). Building brand webs: Customer relationship management through the Tesco Clubcard loyalty scheme. International Journal of Retail and Distribution Management, 33, 194–206. doi: 10.1108/09590550510588361
122. Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15, 53–67. doi: 10.1362/026725799784870496 [Taylor & Francis Online]
123. Schmidt, K., & Ludlow, C. (2002). Inclusive branding. New York, NY: Palgrave MacMillan. [CrossRef]
124. Sherry, J. F. J. (1998). Service-scapes: The concept of place in contemporary markets (1st ed.). Chicago: NTC Business Books.
125. Shuman, J., & Seeger, J. (1986). The theory and practice of strategic management in smaller rapid growth firms. American Journal of Small Business, 11, 7–18.
126. Simoes, C., & Dibb, S. (2001). Rethinking the brand concept: New brand orientation. Corporate Communications, 4, 217–224. doi: 10.1108/13563280110409854 [CrossRef]
127. Simpson, M., Padmore, J., Taylor, N., & Freckhall-Hughes, J. (2006). Marketing in small and medium sized enterprises. International Journal of Entrepreneurial Behavior and Research, 12, 361–387. doi: 10.1108/13552550610710153 [CrossRef]
128. Slater, S. F., & Narver, J. C. (2000). Intelligence generation and superior customer value. Journal of the Academy of Marketing Science, 28, 120–127. doi: 10.1177/0092070300281011 [CrossRef], [Web of Science ®]
129. Smith, A., & Sparks, L. (2000). The role and function of the independent small shop: The situation in Scotland. International Review of Retail, Distribution and Consumer Research, 10, 205–226. doi: 10.1080/095939600342361 [Taylor & Francis Online]
130. Spence, M., & Essoussi, L. H. (2010). SME brand building and management: An exploratory study. European Journal of Marketing, 44, 1037–1054. doi: 10.1108/03090561011047517 [CrossRef], [Web of Science ®]
131. Steiner, R. L. (2004). The nature and benefits of national brand/private label competition. Review of Industrial Organisation, 24, 105–127. doi: 10.1023/B:REIO.0000033351.66025.05 [CrossRef], [Web of Science ®]
132. Stokes, D. (2000). Putting entrepreneurship into marketing: The processes of entrepreneurial marketing. Journal of Research in Marketing and Entrepreneurship, 2, 1–16. doi: 10.1108/14715200080001536 [CrossRef]
133. Swoboda, B., Zentes, J., & Elsner, S. (2009). Internationalisation of retail firms: State of the art after 20 years of research. Journal of Research and Management, 5, 105–126.
134. Temperley, J., & Kirkup, M. (2000). CWS retail: Responsible product development. In B. M. Oldfield, R.A. Schmidt, I. Clarke, C. Hart, & M. H. Kirkup (Eds.), Contemporary cases in retail operations management (pp. 210–224). London: Macmillan Business.
135. Thompson, C. J., Rindfleisch, A., & Arsel, Z. (2006). Emotional branding and the strategic value of the doppelganger brand image. Journal of Marketing, 70, 50–64. doi: 10.1509/jmkg.2006.70.1.50 [CrossRef], [Web of Science ®]
136. Travis, D. (2000). Emotional branding: How successful brands gain the emotional edge. Roseville, CA: Prima Venture.
137. Tungate, M. (2006). Fashion brands: Branding style from Armani to Zara. London: Kogan Page Ltd.
138. Tuominen, P. (2007). Emerging metaphors in brand management: Towards a relational approach. Journal of Communication Management, 11, 182–191. doi: 10.1108/13632540710747398 [CrossRef]
139. Turner, J. J., & Wilson, K. (2006). Grocery loyalty: Tesco ‘Clubcard’ and its impact on loyalty. British Food Journal, 108, 958–964. doi: 10.1108/00070700610709995 [CrossRef], [Web of Science ®]
140. Urde, M. (1994). Brand orientation – A strategy for survival. Journal of Consumer Marketing, 11, 18–32. doi: 10.1108/07363769410065445 [CrossRef]
141. Urde, M. (1999). Brand orientation: A mindset for building brands into strategic resources. Journal of Marketing Management, 15, 117–133. doi: 10.1362/026725799784870504 [Taylor & Francis Online]
142. Vallaster, C., & de Chernatony, L. (2005). Internalisation of services brands: The role of leadership during the internal brand building process. Journal of Marketing Management, 21, 181–203. doi: 10.1362/0267257053166839 [Taylor & Francis Online]
143. Varley, R., & Rafiq, M. (2004). Principles of Retail Management. Basingstoke: Palgrave Macmillan.
144. Wong, H. W., & Merrilees, B. (2005). A brand orientation typology for SMEs: A case research approach. Journal of Product and Brand Management, 14, 155–162. doi: 10.1108/10610420510601021 [CrossRef]
145. Wood, L. (2000). Brands and brand equity: Definition and management. Management Decision, 38, 662–669. doi: 10.1108/00251740010379100 [CrossRef]
146. Yadav, M. S. (2010). The decline of conceptual articles and implications for knowledge development. Journal of Marketing, 74, 1–19. doi: 10.1509/jmkg.74.1.1 [CrossRef], [Web of Science ®]
147. Yeh, C. T., Miozzo, M., & Vurdubakis, T. (2006). The importance of being local? Learning among Taiwan’s enterprise solutions providers. Journal of Enterprise Information Management, 19, 30–49. doi: 10.1108/17410390610636869 [CrossRef]


Dive into the research topics of 'Brand management in small and medium-sized (SME) retailers: A future research agenda'. Together they form a unique fingerprint.

Cite this