Show simple item record

dc.contributor.authorMiller, Debra L.
dc.description.abstractOrganizational brands can be powerful, and it is risky to rebrand and potentially alienate stakeholders with a change (Abramovich, 2014). Yet, despite its high failure rate and cost, rebranding has become commonplace (Zhao, Calantone, & Voorhees, 2018). Research on the topic of organizational rebranding is considered to be in an early stage and so far, researchers have largely ignored the employee perspective of rebranding initiatives (Chad, 2016). In this qualitative case study, the employees’ views of a rebranding initiative were explored, including their perspectives on how to engage them to strengthen buy-in and alignment with the new brand. Interviews—supported by multiple sources—were the primary form of data collection. Individual and group interviews were conducted with selected employees of a nonprofit private university in California that recently engaged in the process of rebranding. The data were triangulated and reported in comparative tables and in narrative form. The findings from this study reinforce prior rebranding research by Miller, Merrilees, and Yakimova (2014) about enablers and barriers and also contribute to the literature by adding employees’ perspectives and by proposing two new barriers to successful organizational rebrands. A better understanding of employee viewpoints will help organizations to build better rebrands with their stakeholders, including customers, organization leaders, organizers of these initiatives and, of course, with employees.en_US
dc.rightsAttribution-NonCommercial-NoDerivs 3.0 United States
dc.subjectOrganizational Rebrandingen_US
dc.subjectEmployee Perspective of a Rebrandingen_US
dc.titleBuilding Better Organizational Rebrands: Exploring the Employee Viewpointen_US
dc.typeThesisen_US Administrationen_US University of Seattleen_US of Business Administrationen_US
cityu.schoolSchool of Managementen_US
cityu.siteSeattleen_US Statesen_US

Files in this item


This item appears in the following Collection(s)

Show simple item record

Attribution-NonCommercial-NoDerivs 3.0 United States