Sökning: "Olivia Rotkirch"

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  1. 1. Rebranding - A Possibility without Risk? : A Case Study of Circle K

    Magister-uppsats, Linköpings universitet/Företagsekonomi; Linköpings universitet/Filosofiska fakulteten

    Författare :Lejla Isanovic; Olivia Rotkirch; [2018]
    Nyckelord :Branding; Acquisition; Rebranding; Customer mindset; Customer loyalty; Brand equity; Customer satisfaction;

    Sammanfattning : Background: The number of acquisitions is continuously increasing andthey are often an important source for competitive advantage. Meanwhile, acquisitions can be a hazardous investment and many do not succeed in creating the expected value. When seeking value creation, corporations can occasionally rebrand in the company. LÄS MER