Results 131 to 140 of about 311 (173)

Corporate Rebranding Strategy and Gender Patterns: Impacts on Rebranded Brand Attitudes and Ambivalence Towards Rebranding

open access: yesCorporate Rebranding Strategy and Gender Patterns: Impacts on Rebranded Brand Attitudes and Ambivalence Towards Rebranding
openaire   +1 more source

Pre and Post Exposure Ambivalence and Corporate Rebranding: Is Familiarity an Issue?

open access: yesPre and Post Exposure Ambivalence and Corporate Rebranding: Is Familiarity an Issue?
openaire   +1 more source

Principles of corporate rebranding

European Journal of Marketing, 2008
PurposeThe paper aims to highlight the importance of corporate rebranding in branding practice, which is neglected in theoretical treatment, so an extended theory is to be developed.Design/methodology/approachFrom the literature, the existing state of the theory of corporate rebranding is articulated.
Bill Merrilees, Dale Miller
exaly   +3 more sources

Understanding the pitfalls in the corporate rebranding process

Corporate Communications, 2007
PurposeWhile the corporate rebranding momentum is accelerating, corporate decisions are not currently informed by strong theory and academic research in this area. To broaden the understanding, the purpose of this paper is to generate empirical insights into the key pitfalls in the corporate rebranding process.Design/methodology/approachAn exploratory ...
Manto Gotsi
exaly   +2 more sources

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