Identity change vs. strategy change : the effects of rebranding announcements on stock returns
Year of publication: |
September 2018
|
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Authors: | Zhao, Yanhui ; Calantone, Roger J. ; Voorhees, Clay M. |
Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 46.2018, 5, p. 795-812
|
Subject: | Corporate rebranding | abnormal return | competition | brand identity change | brand strategy change | Markenführung | Brand management | Kapitaleinkommen | Capital income | Organisatorischer Wandel | Organizational change | Ankündigungseffekt | Announcement effect | Börsenkurs | Share price |
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