How much change is optimal when a brand is newly rebranded?

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Bibliographic Details
Published inAsia Marketing Journal (Online) Vol. 15; no. 4; pp. 161 - 186
Main Authors Kyoung Hee Chu, Min Sun Yeu, Doo Hee Lee, Sang Tae Park
Format Journal Article
LanguageEnglish
Published 한국마케팅학회AMJ 2014
Subjects
schema incongruity theory
incongruity
categorization theory
rebranding
need for cognition
Online AccessGet full text
ISSN1598-7868
2765-6500
DOI10.53728/2765-6500.1570

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ISSN:1598-7868
2765-6500
DOI:10.53728/2765-6500.1570