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  • 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
    Full Text:
    ’ perceptions of brand personality and brand familiarity in relation to the Eddie Bauer brand. A two × two