Managing dual identities in nonprofit rebranding : an exploratory study
Year of publication: |
August 2017
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Authors: | Lee, Zoe ; Bourne, Humphrey |
Published in: |
Nonprofit and voluntary sector quarterly. - Thousand Oaks, Calif. : Sage, ISSN 0899-7640, ZDB-ID 1056982-0. - Vol. 46.2017, 4, p. 794-816
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Subject: | rebranding strategy | organizational identity | nonprofit brand | dual identities | charity rebrand | Markenführung | Brand management | Nonprofit-Organisation | Nonprofit organization | Unternehmenskultur | Corporate culture | Persönlichkeitspsychologie | Personality psychology | Nonprofit-Marketing | Nonprofit marketing | Firmenimage | Corporate reputation |
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