文章基本信息

标题：Retail Brand Management: A Literature Review
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作者：Valentín Gallart-Camahort ; Luis Callarisa Fiol ; Javier Sánchez García 等
期刊名称：Academy of Marketing Studies Journal
印刷版ISSN：1095-6298
出版年度：2020
卷号：24
期号：4
页码：1-8
语种：English
出版社：The DreamCatchers Group, LLC
摘要：This essay intends to provide a review of the existing literature in the field of brand management of the retail trade. Although there are numerous studies on brand management, this cannot be said when talking about retail. Few authors have focused their studies on retail and in particular how it manages the brand of its establishment. While in the case of franchises there is something more in depth, it is not the same when talking about independent retailers. That is why the authors intend to collect the existing literature on the subject with the intention of serving as a starting point for future articles that deepen the management of the retail trademark.
关键词：Retailer;Brand Management;Brand Equity;Brand Strategy.