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Filtering by: Committee Member Kim, Minjeoung Creator She, I-Hui

The effect of retailers' rebranding processes on consumers' perceptions of a rebranded brand

Creator:

She, I-Hui

Abstract:

When apparel companies and retailers attempt to strengthen their established brands and existing markets, there are two primary strategies for companies and retailers: 1) adopting a new designer for an existing brand to attract a new target customer, and/or 2) adding a product design line to an existing brand to...

Resource Type:

Masters Thesis