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Direct linkBennett, Delancy H. S.; Matos, Geraldo; Andonova, Yana – Marketing Education Review, 2019
Rebranding is a widely utilized practice to change the image of a brand in the minds of the consumer through major or minor changes in both its positioning and aesthetics. Yet, evidence suggests it is not meaningfully covered in many marketing classes. This project provides an innovative, engaging, experiential learning opportunity that can be…
Descriptors: Marketing, Teaching Methods, Team Sports, Merchandise Information
