バイセ ゼー マリアン   BEISE-ZEE Marian    所属   立命館アジア太平洋大学  国際経営学部    職種   教授
言語種別	英語
発行・発表の年月	2022/03
形態種別	論文（学術誌・プロフェショナル誌）
査読	査読あり
標題	Brand Equity Retention after Rebranding: A resource-based approach
執筆形態	単著
掲載誌名	Journal of Brand Management
掲載区分	国外
出版社・発行元	Springer
巻・号・頁	29(2),pp.208-224
著者・共著者	Beise-Zee, Rian
概要	The study is based on a case study of the divestment and rebranding of a subsidiary of a multinational firm. A thematic analysis is conducted based on semi-structured in-depth interviews and archival data of the rebranding campaign. The case analysis grounds brand equity retention after rebranding in the resource-based theory. The findings indicate the perceived continuation of the spin-off’s intangible, tangible, and relational resources as the primary condition under which the spin-off retains the brand equity associated with the former parent company’s corporate brand name.
researchmap用URL	https://link.springer.com/article/10.1057/s41262-021-00263-5