TY - JOUR
T1 - Corporate rebranding
T2 - Effects of corporate visual identity changes on employees and consumers
AU - Bolhuis, Wendy
AU - de Jong, Menno D.T.
AU - van den Bosch, Annette L.M.
N1 - Taylor & Francis deal
PY - 2018/8/15
Y1 - 2018/8/15
N2 - Many organizations invest periodically in a new corporate visual identity (CVI). This study investigates the main effects of CVI changes in four organizations, taking into account three independent variables: stakeholder type (employees vs. consumers), the specific organization, and communication about the CVI change. The results show that CVI changes had positive effects on CVI appreciation and identity/image. However, the effects were different for employees and consumers and differed between specific organizations. Furthermore, adequate communication about the new CVI appeared to be important for people’s appreciation of the CVI. The implications of these findings are discussed.
AB - Many organizations invest periodically in a new corporate visual identity (CVI). This study investigates the main effects of CVI changes in four organizations, taking into account three independent variables: stakeholder type (employees vs. consumers), the specific organization, and communication about the CVI change. The results show that CVI changes had positive effects on CVI appreciation and identity/image. However, the effects were different for employees and consumers and differed between specific organizations. Furthermore, adequate communication about the new CVI appeared to be important for people’s appreciation of the CVI. The implications of these findings are discussed.
KW - UT-Hybrid-D
UR - http://www.scopus.com/inward/record.url?scp=84939486372&partnerID=8YFLogxK
U2 - 10.1080/13527266.2015.1067244
DO - 10.1080/13527266.2015.1067244
M3 - Article
VL - 24
SP - 3
EP - 16
JO - Journal of marketing communications
JF - Journal of marketing communications
SN - 1352-7266
IS - 1
ER -