Corporate rebranding: Destroying, transferring or creating brand equity?

European Journal of Marketing

Volumn 40, Issue 7-8, 2006, Pages 803-824

  Muzellec, Laurent ^a   Lambkin, Mary ^a  

^a UNIVERSITY COLLEGE DUBLIN   (Ireland)

Author keywords

Brand management; Change management; Corporate branding

Indexed keywords

EID: 33745815330     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090560610670007     Document Type: Review

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