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Keywords: Organizational transformation
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Journal Articles
Corporate branding and rebranding: an institutional logics perspective
Available to Purchase
Journal of Product & Brand Management (2018) 27 (1): 96–100.
Published: 12 February 2018
..., except by the author. Helen Stuart can be contacted at: Helen.stuart@acu.edu.au © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only Institutional logics Corporate rebranding Organizational transformation Interest in the corporate brand...
