Is There a Link Between Corporate Rebranding Motives and Strategies? Evidence from the Warsaw Stock Exchange
Innovation in Marketing Strategies, Customer Engagement and Satisfaction: 36MKT 2020
Purpose: This study examines the relationship between the motives and corporate rebranding strategies. Such link was proved on Western markets. Methodology: The research was carried out on the sample of 121 joint-stock companies listed on WSE Main Market and New Connect in Poland. The chi-square…