The name's the game : does marketing impact the value of corporate name changes?
Saim Kashmiri; Vijay Mahajan
| Year of publication: |
2015
|
|---|---|
| Authors: | Kashmiri, Saim ; Mahajan, Vijay |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 68.2015, 2, p. 281-290
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| Subject: | Corporate naming | Branding | Advertising | Marketing capability | Chief marketing officer | Shareholder value | Markenführung | Brand management | Shareholder Value | Marketing | Firmenimage | Corporate reputation | Marketingmanagement | Marketing management | Markenartikel | Brand | Werbung |
| 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/10010472578