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dc.contributor.authorMiller, Dale
dc.contributor.authorMerrilees, Bill
dc.contributor.authorYakimova, Raisa
dc.date.accessioned2017-07-25T12:30:42Z
dc.date.available2017-07-25T12:30:42Z
dc.date.issued2014
dc.date.modified2014-01-13T00:49:52Z
dc.identifier.issn1460-8545
dc.identifier.doi10.1111/ijmr.12020
dc.identifier.urihttp://hdl.handle.net/10072/55586
dc.description.abstractIn the field of corporate rebranding, which is an emerging area of research, the literature consists largely of descriptive case studies that are scattered across diverse contexts. These studies take divergent theoretical perspectives that often inform only aspects of rebranding, leaving researchers and managers without a comprehensive understanding of the corporate rebranding process. In adopting a holistic theory of corporate rebranding to organize a review of the literature, this study aims to present an integrated review of the major enablers and barriers to corporate rebranding, with special attention to contextual factors. Through an examination of 76 cases in 61 articles, the paper contributes a new general model of corporate rebranding. Unlike previous models of corporate rebranding, the new model incorporates both single- and multi-phase enablers and barriers. Critical to successful corporate rebranding are the identification and application of six major enablers, including strong rebranding leadership and coordination among multiple functions and stakeholder groups. The new model suggests directions for future research, and the paper discusses how managers can use the model to inform rebranding practice and improve corporate rebranding outcomes.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherWiley-Blackwell Publishing
dc.publisher.placeUnited Kingdom
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofpagefrom265
dc.relation.ispartofpageto289
dc.relation.ispartofissue3
dc.relation.ispartofjournalInternational Journal of Management Reviews
dc.relation.ispartofvolume16
dc.rights.retentionN
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)
dc.subject.fieldofresearchBusiness and Management
dc.subject.fieldofresearchcode150503
dc.subject.fieldofresearchcode1503
dc.titleCorporate rebranding: An integrative review of major enablers and barriers to the rebranding process
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.
gro.griffith.authorYakimova, Raisa


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