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dc.contributor.authorMiller, Dale
dc.contributor.authorMerrilees, Bill
dc.date.accessioned2017-05-03T13:59:53Z
dc.date.available2017-05-03T13:59:53Z
dc.date.issued2013
dc.date.modified2014-08-28T22:14:30Z
dc.identifier.issn0148-2963
dc.identifier.doi10.1016/j.jbusres.2012.07.010
dc.identifier.urihttp://hdl.handle.net/10072/47517
dc.description.abstractCan community organizations benefit from corporate rebranding? The literature shows that rebranding in the not-for-profit sector flounders for two major reasons. The first is the failure to develop robust and ambitious revisioning of the brand, and the second, failure to get sufficient buy-in from staff and other stakeholders, often because of imposed top-down brand changes. The current study aims to guide an organization through an actual rebranding process, using best practice corporate rebranding principles and practices. Action research is a novel research method to investigate not-for-profit corporate rebranding. This method guides a systematic and dynamic corporate rebranding process, embracing multiple stakeholder groups. A major achievement is the articulation of a values-based corporate rebrand, with grounding in actual brand experiences. Active involvement throughout the co-redevelopment of the corporate brand achieves total stakeholder buy-in. The action research process requires researchers to guide the rebranding process, while stakeholders guide the content of the rebranding.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherElsevier
dc.publisher.placeUnited States
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofpagefrom172
dc.relation.ispartofpageto179
dc.relation.ispartofissue2
dc.relation.ispartofjournalJournal of Business Research
dc.relation.ispartofvolume66
dc.rights.retentionN
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchMarketing management (incl. strategy and customer relations)
dc.subject.fieldofresearchcode3506
dc.subject.fieldofresearchcode350605
dc.titleRebuilding community corporate brands: A total stakeholder involvement approach
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.facultyGriffith Business School, Department of Marketing
gro.date.issued2013
gro.hasfulltextNo Full Text
gro.griffith.authorMiller, Dale
gro.griffith.authorMerrilees, Bill J.


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