... rights only To further improve the branding strategies between single-brand-retailers and multi-brand-retailers, the paper investigates the influence of multiple manufacturer brand images on retailer brand image. It considers the moderating role of the number of offered manufacturer brands...

...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...