Corporate branding and rebranding: an institutional logics perspective
Journal article
Helen Stuart. (2018). Corporate branding and rebranding: an institutional logics perspective. Journal of Product and Brand Management. 27(1), pp. 96-100. https://doi.org/10.1108/JPBM-05-2016-1198
Authors | Helen Stuart |
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Abstract | Purpose Design/methodology/approach Findings Practical implications Originality/value |
Keywords | institutional logics; corporate rebranding; organizational transformation |
Year | 2018 |
Journal | Journal of Product and Brand Management |
Journal citation | 27 (1), pp. 96-100 |
Publisher | Emerald Group Publishing Limited |
ISSN | 1061-0421 |
Digital Object Identifier (DOI) | https://doi.org/10.1108/JPBM-05-2016-1198 |
Scopus EID | 2-s2.0-85042087257 |
Publisher's version | File Access Level Controlled |
Publication process dates | |
Deposited | 23 Apr 2021 |
https://acuresearchbank.acu.edu.au/item/8vxw5/corporate-branding-and-rebranding-an-institutional-logics-perspective
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