Open AccessDoes Rebranding As Name Change Rebuild Or Destroy Brand Equity (Customer Loyalty And Brand Reputation) After Brand Crisis?: The Case of Malaysian Airline System (MAS)
Author(s) -
Roslizawati Ahmad,
Worlu Okechukwu
Publication year - 2019
Publication title -
journal of technology management and business
Language(s) - English
Resource type - Journals
eISSN - 2600-7967
pISSN - 2289-7224
DOI - 10.30880/jtmb.2019.06.02.002
Subject(s) - brand equity , rebranding , business , brand loyalty , advertising , brand management , reputation , brand awareness , marketing , loyalty , political science , law