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Corporate rebranding failure and brand meanings in the digital environment
16 references·3 citing·58 second hopsampled
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(2009)Working consumers: the next s…Interactivity's Unanticipated Consequences for Marketers and Marketing (2009)Interactivity's Unanticipated…Branding in the post-internet era (2009)Branding in the post-internet…Corporate rebranding: destroying, transferring or creating brand equity? 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References

  • 2002The Field behind the Screen: Using Netnography for Marketing Research in Online Communities3,970 cited
  • 1986Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods2,852 cited
  • 2000Varieties of Discourse: On the Study of Organizations through Discourse Analysis1,652 cited
  • 2009Working consumers: the next step in marketing theory?749 cited
  • 2010Toward a theory of brand co-creation with implications for brand governance584 cited
  • 2013Understanding online firestorms: Negative word-of-mouth dynamics in social media networks554 cited
  • 2006Corporate rebranding: destroying, transferring or creating brand equity?356 cited
  • 2009Interactivity's Unanticipated Consequences for Marketers and Marketing333 cited
  • 2005Finding sources of brand value: Developing a stakeholder model of brand equity294 cited
  • 2012An online discursive inquiry into the social dynamics of multi-stakeholder brand meaning co-creation265 cited
  • 2009Branding in the post-internet era265 cited
  • 2010“Living the brand”: brand orientation in the business‐to‐business sector261 cited
  • 2013Marketing the Pinball Way: Understanding how Social Media Change the Generation of Value for Consumers and Companies236 cited
  • 2012Managing the co-created brand: Value and cultural complementarity in online and offline multi‐stakeholder ecosystems

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215 cited
  • 2012Multiple stakeholders and multiple city brand meanings204 cited
  • 2016Digital Social Norm Enforcement: Online Firestorms in Social Media190 cited
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    • 2020Determinants of technological innovation success and failure: Does marketing innovation matter?79 cited
    • 2021Predicting Business Risks of Commercial Banks Based on BP-GA Optimized Model21 cited
    • 2023Brand new: how visual context shapes initial response to logos and corporate visual identity systems11 cited