Plewa, Carolin; Lu, Vinh; Veale, Roberta - In: Asia Pacific Journal of Marketing and Logistics 23 (2011) 2, pp. 222-242
Purpose – The purpose of this paper is to evaluate the response of members to a rebranding strategy implemented by a member‐owned organisation. More specifically, the authors examine the impact of rebranding awareness and attitude towards rebranding on the members' perceived value of their...