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Branding In Small Business

Author

Listed:
  • Catalin Mihail BARBU
  • Radu Florin OGARCA
  • Mihai Razvan Constantin BARBU

    (University of Craiova)

Abstract

In this paper we analyzed the branding in small business. Using a desk research on Internet and the press we have identified the practices small businesses use to enhance their brand and the brand dynamics in small business. Our main contribution is that we tried to figure out the strategy of branding in small business. This need further to be investigated in order to understand how branding works in small business and to better capture the role of branding in small business.

Suggested Citation

  • Catalin Mihail BARBU & Radu Florin OGARCA & Mihai Razvan Constantin BARBU, 2010. "Branding In Small Business," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(S1), pages 31-38, June.
    • Handle: RePEc:aio:manmar:v:viii:y:2010:i:s1:p:s31-s38
    as

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    File URL: http://www.mnmk.ro/documents/2010special/3BarbuOgarca.pdf
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    References listed on IDEAS

    as
    1. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    2. Moisescu, Ovidiu Ioan, 2007. "A conceptual analysis of brand evaluation," MPRA Paper 32017, University Library of Munich, Germany, revised 2007.
    3. Tudor Nistorescu & Catalin M. BARBU, 2008. "Retail store design and environment as branding support in the services marketing," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 6(1), pages 11-17, November.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Roxana DUMITRIU, 2012. "The Role Of Branding In Marketing Strategy," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 125-132, May.
    2. Barbu Mihai Constantin Razvan & Popescu Marius Catalin, 2018. "Branding In Sport," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 5, pages 35-41, October.
    3. Eugene Song, 2020. "South Korean Consumers’ Attitudes toward Small Business Owners Participating in the 2019 Anti-Japan Boycott," Social Sciences, MDPI, vol. 9(5), pages 1-14, May.
    4. repec:aio:manmar:v:xvi:y:2019:i:1:p:74-95 is not listed on IDEAS
    5. Catalin Stefan ROTEA, 2019. "Assessment Of Compensation Policies In A Public Hospital From Romania. Case Study: Slatina County Emergency Hospital," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 74-95, May.
    6. Ruxandra Irina POPESCU & Razvan Andrei CORBOS, 2011. "Vienna`S Branding Campaign €“ Strategic Option For Developing Austria`S Capital In A Top Tourism Destination," Theoretical and Empirical Researches in Urban Management, Research Centre in Public Administration and Public Services, Bucharest, Romania, vol. 6(3), pages 43-60, August.

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    More about this item

    Keywords

    branding; small business; brand strategy;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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