Corporate brand name changes and business restructuring: is the relationship complementary or substitutive? Article

Kalaignanam, Kartik, Bahadir, S Cem. (2013). Corporate brand name changes and business restructuring: is the relationship complementary or substitutive? . JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 41(4), 456-472. 10.1007/s11747-012-0321-6

cited authors

  • Kalaignanam, Kartik; Bahadir, S Cem

authors

publication date

  • July 1, 2013

published in

keywords

  • Business
  • Business & Economics
  • Business restructuring
  • CREATION
  • Complementarity
  • Corporate brands
  • Corporate name change
  • DIVERSIFICATION
  • EVENT
  • FINANCIAL VALUE
  • FIRMS
  • IDENTITY
  • IMPACT
  • PERFORMANCE
  • SHAREHOLDER VALUE
  • STRATEGY
  • Social Sciences

Digital Object Identifier (DOI)

publisher

  • SPRINGER

start page

  • 456

end page

  • 472

volume

  • 41

issue

  • 4