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Effectiveness of corporate rebranding
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School of Business |
Bachelor's thesis
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en
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26
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This paper studies the effectiveness of corporate rebranding from two key perspectives: organizational and brand/market perspectives and stakeholder perspectives This paper is based on a bibliometric analysis. Six different metrics were used in the quantitative part of the thesis to analyse the body of literature, followed by a thematic mapping, which found that corporate rebranding itself should be conducted as a multifaceted process considering and aligning with multiple stakeholder groups to maximize the effectiveness of corporate rebranding processes.