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What is in a Name Change? Re-Joycing Corporate Names to Create Corporate Brands

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References

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1998The Effects of Brand Name Suggestiveness on Advertising Recall444 cited
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2002Managing the Multiple Identities of the Corporation388 cited
2004

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A Sound Idea: Phonetic Effects of Brand Names on Consumer Judgments

378 cited

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2008Corporate Rebranding and the Implications for Brand Architecture Management: The Case of Guinness (Diageo) Ireland39 cited
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