Corporate re-branding: A systematic literature review and research agenda

JOURNAL ARTICLE

Journal: RePEc: Research Papers in Economics Publisher: Federal Reserve Bank of St. Louis

Abstract

Corporate re-branding, systematic literature review, conceptual matrix, content analysis

Keywords:

Systematic review Content analysis Context (archaeology) Variety (cybernetics)

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Consumer Behavior in Brand Consumption and Identification

Social Sciences → Business, Management and Accounting → Marketing

Corporate Identity and Reputation

Social Sciences → Business, Management and Accounting → Strategy and Management

Marketing and Advertising Strategies

Social Sciences → Business, Management and Accounting → Marketing