Muzellec, Laurent; Lambkin, Mary - In: Journal of Product & Brand Management 16 (2007) 5, pp. 321-333
Purpose – The paper aims to analyse the effect of abandoning a venerable brand name (Guinness) and all of the reputation value that it embodied in favour of a new, untested name (Diageo). The paper seeks to examine the extent to which this affects consumers' perceptions of the product and the...