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Keywords: Brand management
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Journal Articles
Journal of Research in Marketing and Entrepreneurship (2023) 24 (2): 420–439.
Published: 18 August 2022
... literature will be provided before exploring the way digital communications such as email can be to enhance the brand image of local organizations such as farmers’ markets. Brand image and brand management are critical for businesses today (Beverland, 2021 ; Opoku et al., 2007...
Journal Articles
Journal of Research in Marketing and Entrepreneurship (2021) 23 (1): 159–174.
Published: 05 May 2021
...Ashwini Kumar Tewary; Ritu Mehta Purpose The purpose of this paper is to frame the guidelines for brand building for micro, small and medium enterprises (MSMEs) and evaluate the role of the entrepreneur in the brand management process. Design/methodology/approach A qualitative study comprising...
