To brand or to rebrand: Investigating the effects of rebranding on brand equity and consumer attitud...
To brand or to rebrand: Investigating the effects of rebranding on brand equity and consumer attitudes
About this item
Full title
Author / Creator
Publisher
London: Palgrave Macmillan UK
Journal title
Language
English
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Publication information
Publisher
London: Palgrave Macmillan UK
Subjects
More information
Scope and Contents
Contents
In the present study, we intend to contribute to the rebranding literature by investigating: (a) the relative change in customer based brand equity (CBBE) of a brand before and post an evolutionary rebranding announcement; (b) the relative change in CBBE with respect to the market position of the brand (leader/follower) in case of evolutionary rebr...
Alternative Titles
Full title
To brand or to rebrand: Investigating the effects of rebranding on brand equity and consumer attitudes
Authors, Artists and Contributors
Author / Creator
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Record Identifier
TN_cdi_proquest_journals_1698320144
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_journals_1698320144
Other Identifiers
ISSN
1350-231X
E-ISSN
1479-1803
DOI
10.1057/bm.2015.21
