Identity change vs. strategy change the effects of rebranding announcements on stock returns

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Bibliographische Detailangaben
Veröffentlicht in:	Academy of Marketing Science Journal of the Academy of Marketing Science
1. Verfasser:	Zhao, Yanhui (VerfasserIn)
Weitere Verfasser:	Calantone, Roger J. (VerfasserIn), Voorhees, Clay M. (VerfasserIn)
Format:	UnknownFormat
Sprache:	eng
Veröffentlicht:	September 2018
Schlagworte:	Corporate rebranding > abnormal return > competition > brand identity change > brand strategy change > Aufsatz in Zeitschrift
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