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Keywords: Owner‐managers
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Journal Articles
International Journal of Retail & Distribution Management (2012) 40 (2): 157–175.
Published: 10 February 2012
...Richard Mitchell; Karise Hutchinson; Susan Bishop 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...
