Muhammad Awais

Mapping Retail Spots: a Retail Branding Perspective: a Quantitative Research Study on Retail Store Branding Muhammad Awais

With the growing realization that brands are one of a firm?s most valuable intangible assets, branding has emerged as a top management priority in the last decade. This book integrates lessons from branding and retail image research to provide a better understanding of how retailers create their brand images, paying special attention to the role of the manufacturer and private label brand assortment