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

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