Identity change vs. strategy change: the effects of rebranding announcements on stock returns
Volume: 46, Issue: 5, Pages: 795 - 812
Published: Mar 6, 2018
Abstract
Firm rebranding efforts are inevitable; however, we have a limited understanding of the nature and performance implications of those rebranding decisions. This research contributes to our understanding of this process by identifying two fundamental dimensions of rebranding decisions: brand identity change and brand strategy change. More importantly, we identify and empirically test the conditions under which brand identity change and brand...
Paper Details
Title
Identity change vs. strategy change: the effects of rebranding announcements on stock returns
Published Date
Mar 6, 2018
Volume
46
Issue
5
Pages
795 - 812
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