ALLOW ME TO (RE)INTRODUCE MYSELF: AN EXPERIENTIAL LEARNING REBRANDING PROJECT WITHIN THE CONTEXT OF PROFESSIONAL SPORTS

Authors

Delancy H.S. Bennett, College of Business
Geraldo Matos, Roger Williams University
Yana Andonova, Murray State University Murray

Document Type

Article

Publication Title

Marketing Education Review

Publication Date

4-3-2019

Abstract

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 easily adapted for a wide array of marketing classes. Findings indicate the students’ knowledge of, familiarity with, and ability to apply rebranding increase as a result of the experience.

Volume

29

Issue

2

First Page

125

Last Page

130

DOI

10.1080/10528008.2019.1609992

Recommended Citation

Bennett, D., Matos, G., & Andonova, Y. (2019). ALLOW ME TO (RE)INTRODUCE MYSELF: AN EXPERIENTIAL LEARNING REBRANDING PROJECT WITHIN THE CONTEXT OF PROFESSIONAL SPORTS. Marketing Education Review, 29 (2), 125-130. https://doi.org/10.1080/10528008.2019.1609992

ISSN

10528008

E-ISSN

21539987