dc.contributor.author | Miller, Dale | |
dc.contributor.author | Merrilees, Bill | |
dc.date.accessioned | 2017-05-03T13:59:53Z | |
dc.date.available | 2017-05-03T13:59:53Z | |
dc.date.issued | 2013 | |
dc.date.modified | 2014-08-28T22:14:30Z | |
dc.identifier.issn | 0148-2963 | |
dc.identifier.doi | 10.1016/j.jbusres.2012.07.010 | |
dc.identifier.uri | http://hdl.handle.net/10072/47517 | |
dc.description.abstract | Can 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.peerreviewed | Yes | |
dc.description.publicationstatus | Yes | |
dc.language | English | |
dc.language.iso | eng | |
dc.publisher | Elsevier | |
dc.publisher.place | United States | |
dc.relation.ispartofstudentpublication | N | |
dc.relation.ispartofpagefrom | 172 | |
dc.relation.ispartofpageto | 179 | |
dc.relation.ispartofissue | 2 | |
dc.relation.ispartofjournal | Journal of Business Research | |
dc.relation.ispartofvolume | 66 | |
dc.rights.retention | N | |
dc.subject.fieldofresearch | Marketing | |
dc.subject.fieldofresearch | Marketing management (incl. strategy and customer relations) | |
dc.subject.fieldofresearchcode | 3506 | |
dc.subject.fieldofresearchcode | 350605 | |
dc.title | Rebuilding community corporate brands: A total stakeholder involvement approach | |
dc.type | Journal article | |
dc.type.description | C1 - Articles | |
dc.type.code | C - Journal Articles | |
gro.faculty | Griffith Business School, Department of Marketing | |
gro.date.issued | 2013 | |
gro.hasfulltext | No Full Text | |
gro.griffith.author | Miller, Dale | |
gro.griffith.author | Merrilees, Bill J. | |