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Corporate Rebranding and the Implications for Brand Architecture Management: The Case of Guinness (Diageo) Ireland
16 references·1 citing·44 second hop
Corporate Rebranding and the Implications for Brand Architecture Management: The Case of Guinness (Diageo) Ireland (2008)Corporate Rebranding and the Implications…Qualitative data analysis (2023)Qualitative data analysisQualitative Data Analysis (2008)Qualitative Data AnalysisStrategic Brand Management (2007)Strategic Brand ManagementCorporate Associations and Consumer Product Responses: The Moderating Role of Corporate Brand Dominance (2005)Corporate Associations and Co…Why We Boycott: Consumer Motivations for Boycott Participation (2004)Why We Boycott: Consumer Moti…Leveraging the Corporate Brand (2004)Leveraging the Corporate BrandHow is Manifest Branding Strategy Related to the Intangible Value of a Corporation? (2004)How is Manifest Branding Stra…Bringing the corporation into corporate branding (2003)Bringing the corporation into…Why Do Brands Cause Trouble? 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  • 2008Qualitative Data Analysis17,372 cited
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557 cited
  • 2001Are the strategic stars aligned for your corporate brand?538 cited
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    • 2015Inquiry into corporate brand alignment: a dialectical analysis and directions for future research37 cited