Brand elevation in supply chains

Öznur Yurt, Melike D. Kaplan, Işık Özge Yumurtaci and Tunçdan Baltacioğlu
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Öznur Yurt: İzmir Ekonomi Üniversitesi
Melike D. Kaplan: İzmir Ekonomi Üniversitesi
Işık Özge Yumurtaci: İzmir Ekonomi Universitesi
Tunçdan Baltacioğlu: İzmir Ekonomi Üniversitesi

Iktisat Isletme ve Finans, 2010, vol. 25, issue 291, 79-94

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.

Keywords: Supply chain; brand management; brand elevation in supply chains. (search for similar items in EconPapers)
JEL-codes: M10 M30 M31 (search for similar items in EconPapers)
Date: 2010
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