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dc.contributor.authorMiller, Daleen_US
dc.contributor.authorMerrilees, Billen_US
dc.date.accessioned2017-05-03T13:59:53Z
dc.date.available2017-05-03T13:59:53Z
dc.date.issued2013en_US
dc.date.modified2014-08-28T22:14:30Z
dc.identifier.issn01482963en_US
dc.identifier.doi10.1016/j.jbusres.2012.07.010en_US
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.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_US
dc.languageEnglishen_US
dc.language.isoen_US
dc.publisherElsevieren_US
dc.publisher.placeUnited Statesen_US
dc.relation.ispartofstudentpublicationNen_US
dc.relation.ispartofpagefrom172en_US
dc.relation.ispartofpageto179en_US
dc.relation.ispartofissue2en_US
dc.relation.ispartofjournalJournal of Business Researchen_US
dc.relation.ispartofvolume66en_US
dc.rights.retentionNen_US
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)en_US
dc.subject.fieldofresearchcode150503en_US
dc.titleRebuilding community corporate brands: A total stakeholder involvement approachen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.facultyGriffith Business School, Department of Marketingen_US
gro.date.issued2013
gro.hasfulltextNo Full Text


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