Rebranding and its Impact on Banking Activities – Case Study
By:
References
- Ahonen, M., (2008). Corporate re-branding process: a preliminary theoretical framework. Proceedings of the Conference on Corporate Communication, 6-7 June, Wroxton, England, p. 31-38;
- Daly, A., Moloney, D., 2004. Managing corporate rebranding. Irish Marketing Review, Vol. 17, No.1/2, p. 30;
- Goi, C. L., Goi, M.T., (2011). Review on models and reasons of rebranding. International Conference on Social Science and Humanity IPEDR, Vol. 5, p. 445-449;
- Juntunen, M., Saraniemi, S., Jussila, R., 2009. Corporate re-branding as a process. Proceedings of the 5th Thought Leaders International Conference on Brand Management, 6-7 April, Athens, Greece, disponibil la http://www.oulu.fi/cobra/papers/Artikkelit%20konferensseissa/Corporate%20re-branding%20as%20a%20process.pdf
- Kedall, G. T., (2009). Fashion Brand Merchandising. New York: Fairchild Books;
- Keller, K. L., (1999). Managing brands for the long run: brand reinforcement and revitalization strategies. California Management Review, Spring, p. 102-124;<a href="https://doi.org/10.2307/41165999" target="_blank" rel="noopener noreferrer" class="text-signal-blue hover:underline">10.2307/41165999</a>
- Keller, K. L., (2008). Strategic Brand Management. Building, Measuring and Managing Brand Equity. Prentice Hall;
- Lambkin, M., Muzellec, L., (2008). Rebranding in the banking industry following mergers and acquisitions. International Journal of Bank Marketing, 26(5), p. 328-352;<a href="https://doi.org/10.1108/02652320810894398" target="_blank" rel="noopener noreferrer" class="text-signal-blue hover:underline">10.1108/02652320810894398</a>
- Liu, S. W., Tang, E., (2009). Factors influencing effective rebranding strategy. Australian and New Zealand Marketing Academy Conference (ANZMAC 2009), p. 1-8, disponibil la http://www.duplication.net.au/ANZMAC09/papers/ANZMAC2009-326.pdf
- Merrilees, B., Miller, D., (2008). Principles of corporate rebranding. European Journal of Marketing, 42(5/6), p. 537-552;<a href="https://doi.org/10.1108/03090560810862499" target="_blank" rel="noopener noreferrer" class="text-signal-blue hover:underline">10.1108/03090560810862499</a>
- Miller, D., Merrilees, B., Yakimova, R., (2014). Corporate Rebranding: An Integrative Review of Major Enablers and Barriers to the Rebranding Process. International Journal of Management Reviews, 16(3), p. 265-289;<a href="https://doi.org/10.1111/ijmr.12020" target="_blank" rel="noopener noreferrer" class="text-signal-blue hover:underline">10.1111/ijmr.12020</a>
- Moisescu, I. O., (2006). Aspects regarding rebranding strategies - A conceptual and practical approach. The Proceedings of the International Conference „Economy and Transformation Management”, p. 719-728;
- Muzellec, L., Lambkin, M., (2006). Corporate rebranding: destroying, transferring or creating brand equity? European Journal of Marketing, 40(7/8), p. 803-824;<a href="https://doi.org/10.1108/03090560610670007" target="_blank" rel="noopener noreferrer" class="text-signal-blue hover:underline">10.1108/03090560610670007</a>
- Sonenshein, S., (2010). We’re changing – or are we? Untangling the role of progressive, regressive, and stability narratives during strategic change implementation. Academy of Management Journal, Vol. 53, No. 3, p. 477–512;<a href="https://doi.org/10.5465/amj.2010.51467638" target="_blank" rel="noopener noreferrer" class="text-signal-blue hover:underline">10.5465/amj.2010.51467638</a>
- Todor, R. D., (2014). The importance of branding and rebranding for strategic marketing. Bulletin of the Transilvania University of Braşov, SeriesV: Economic Sciences, Vol. 7(56), No. 2, p. 59-64;
- Vallaster, C., Lindgreen, A., 2011. Corporate brand strategy formation: Brand actors and the situational context for a business-to-business brand. Industrial Marketing Management, Vol. 40, No. 7, p. 1133–1143;<a href="https://doi.org/10.1016/j.indmarman.2011.09.008" target="_blank" rel="noopener noreferrer" class="text-signal-blue hover:underline">10.1016/j.indmarman.2011.09.008</a>
- Xiao, R., Chi, T., (2015). An exploratory study of branding strategies in the Chinese casual wear market. American Journal of Business, Economics and Management, 3(1), p. 1-8;
- CEC Bank, www.cec.ro
- http://www.bnr.ro/
- http://brandient.com/
- Ziarul Financiar, http://www.zf.ro/banci-si-asigurari
DOI: https://doi.org/10.2478/amso-2019-0007 | Journal eISSN: 2668-3989
Language: English
Page range: 57 - 64
Published on: Feb 7, 2020
Published by: University of Medicine, Pharmacy, Science and Technology of Targu Mures
In partnership with: Paradigm Publishing Services
Publication frequency: 1 times per year
Keywords:
Related subjects:
© 2020 Marta Kiss, published by University of Medicine, Pharmacy, Science and Technology of Targu Mures
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.