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Keywords: Ideology
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Journal Articles
The role of ideology in brand strategy: the case of a food retail company in Italy
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International Journal of Retail & Distribution Management (2012) 40 (2): 109–127.
Published: 10 February 2012
...Silvia Massa; Stefania Testa Purpose This paper aims to study the role of ideology in brand strategy with reference to large‐scale food retailing. By means of a thorough case study investigation of highly ideology‐focused food retailer Eataly, the paper aims to enrich existing theory on retailer...
