To brand or to rebrand: Investigating the effects of rebranding on brand equity and consumer attitudes
Crossref DOI link: https://doi.org/10.1057/bm.2015.21
Published Online: 2015-07-24
Published Print: 2015-05
Update policy: https://doi.org/10.1007/springer_crossmark_policy
Roy, Subhadip
Sarkar, Soumya
Text and Data Mining valid from 2015-05-01