Andrews, Melanie; Kim, Daekwan - In: International Marketing Review 24 (2007) 3, pp. 350-372
Purpose – This study explores factors influencing the revitalisation of a multinational brand that is perceived …/methodology/approach – This study conceptualises brand revitalisation as a second order construct, arguing that brand revitalisation is comprised … of improved brand image, brand associations, and brand attitudes. Innovative product improvements, warranty programs …