Corporate brand name changes and business restructuring : is the relationship complementary or substitutive?
Kartik Kalaignanam; S. Cem Bahadir
| Year of publication: |
2013
|
|---|---|
| Authors: | Kalaignanam, Kartik ; Bahadir, S. Cem |
| Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 41.2013, 4, p. 456-472
|
| Subject: | corporate brands | corporate name change | business restructuring | complementarity | Organisatorischer Wandel | Organizational change | Markenführung | Brand management | Firmenimage | Corporate reputation | Markenarchitektur | Brand architecture | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009776506