Please use this identifier to cite or link to this item:
https://hdl.handle.net/20.500.14365/2577
Title: | Brand elevation in supply chains | Authors: | Yurt, Oznur Demirbağ Kaplan, Melike Yumurtacı Hüseyinoğlu, Işık Özge Baltacioglu, Tuncdan |
Keywords: | Supply chain brand management brand elevation in supply chains Market Orientation |
Publisher: | Bilgesel Yayincilik San & Tic Ltd | Abstract: | In the last decades supply chain management has been explored from different perspectives fueling a myriad of research in the field Although the literature on supply chain management (SCM) is vast, major gaps requiring scientific exploration still exist. Among these, interaction of branding and supply chain concepts clearly stands out. The aim of this paper is to investigate the power of brand in supply chains by taking literature devoted to supply chain management into consideration, relationship marketing and brand management. This paper explores the power of brand in terms of SCM and it defines the concept of brand elevation in supply chain. The objectives of this study are thus twofold: identifying brand elevation in supply chain concept and proposing a conceptual model associated to the power of brand in supply chains. | URI: | https://doi.org/10.3848/iif.2010.291.2640 https://hdl.handle.net/20.500.14365/2577 |
ISSN: | 1300-610X 1308-4658 |
Appears in Collections: | WoS İndeksli Yayınlar Koleksiyonu / WoS Indexed Publications Collection |
Files in This Item:
File | Size | Format | |
---|---|---|---|
2577.pdf Restricted Access | 11.83 MB | Adobe PDF | View/Open Request a copy |
CORE Recommender
Page view(s)
124
checked on Nov 11, 2024
Download(s)
4
checked on Nov 11, 2024
Google ScholarTM
Check
Altmetric
Items in GCRIS Repository are protected by copyright, with all rights reserved, unless otherwise indicated.