Novaković, Nebojša; Spajić, Jelena; Hiršenberger, Helena - 2026
Rebranding has emerged as a complex organizational phenomenon, particularly in service contexts where value is created … through interactive and process-based relationships. Despite extensive research in branding, the role of core service …, inseparability of production and consumption, heterogeneity, and perishability influence the rebranding process in service …