Brand management in small and medium-sized (SME) retailers: A future research agenda

Abstract

Recently, an emerging body of literature has advocated the importance of branding to small and medium-sized (SME) retailers. Nonetheless, this discourse has ignored the complexities and idiosyncrasies of retail branding. The aim of this paper is to provide a new theoretical understanding of brand management by SME retailers. In order to achieve this aim, the paper integrates the brand management, SME branding, and retail branding literature, and offers a conceptual framework for SME retail branding. A number of propositions are included that aid understanding of brand management in SME retail organisations. It is anticipated that these propositions will help shape future empirical research in this area. Further in-depth research into the application of branding within the SME retail context would address a significant gap in academic knowledge. In doing so, it would also provide important insights for management practice.

Keywords:

• brand management
• SME
• marketing
• retailing

Additional information

Notes on contributors

Richard Mitchell

Richard Mitchell is a senior lecturer in retailing at the School of Service Management, University of Brighton, UK. After nine years of industry experience, occupying various capacities within the retail industry, his research interests lie at the SME marketing interface, especially SME brand management. Richard recently completed his PhD from the University of Ulster in the area of SME retail brand management. He has presented his research at a number of national and international conferences, and published in journals such as the International Journal of Retail and Distribution Management.

Karise Hutchinson

Karise Hutchinson is a lecturer in the Department of Business, Retail and Financial Services, Ulster Business School, University of Ulster, Northern Ireland. She holds a PhD from the University of Ulster. The overall focus of her research is the retail industry and SMEs. Her most recent research has focused on rural retailing, branding, and supplier relationships. Her work has been presented at international conferences, and published in journals such as the Journal of International Marketing, Journal of Marketing Management, the International Marketing Review, International Review of Retail, Distribution and Consumer Research, and the Journal of Small Enterprise and Development.

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Barry Quinn

Barry Quinn is professor of retail marketing in the Department of Business, Retail and Financial Services, Ulster Business School, University of Ulster, Northern Ireland. He received his PhD from the University of Ulster on the internationalisation of retailing. His areas of expertise include internationalisation and retail marketing. He has published widely in journals such as Journal of International Marketing, the International Marketing Review, International Journal of Retail and Distribution Management, European Journal of Marketing, and the Journal of Strategic Marketing.

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