There are many reasons why a professional services firm might consider rebranding. Most of them are firmly rooted in a need to reposition the firm in the marketplace. It could be as simple as the merger of two firms or as complex as a major shift in target clients or business strategy. But whatever the reason, a firm eventually faces the question of how to rebrand in a way that yields the desired business result.
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Skip to search form Skip to main content You are currently offline. Some features of the site may not work correctly. DOI: We argue that customers may hold different propensity to engage depending on the specific service context, which in turn will influence more or less favorable behaviors. Data were collected through a convenience sample of consumers in two settings, high and low contact services.