Search results for "Rebranding"
showing 3 items of 3 documents
Comprehensive defence in Latvia – rebranding state defence and call for society's involvement
2020
Abstract This article explores how comprehensive defence has been introduced in Latvia, and focuses on society's involvement and tasks in the state defence. This approach envisages a significant change in society's relationship with the armed forces and state defence. Differently from many other countries, Latvia maintains its system without introducing conscription and instead puts efforts towards youth education in defence. Additionally, the Ministry of Defence involves different society groups and NGOs in defining their role in state defence. This article also discusses the concepts of resistance and non-collaboration as part of comprehensive defence.
The Epistemics of “Personalized Medicine”. Rebranding Pharmacogenetics
2015
Whereas chapter 4 focuses on uses and normative claims of the rhetorical frame “Personalized Medicine” in medical and popular writings, chapter 5 analyzes the intellectual formation of pharmacogenetic, -genomics as a disciplinary field. It explores when, how, and why the leading journals in the field present themselves as part of the overall phenomenon labelled “Personalized Medicine”. Pharmacogenetic journals founded at the beginning of the twenty-first century, not only adopted the rhetorical framing of PM, but also branded pharmacogenomics as a milestone in medical history. Their vision extended to a large societal context that included not only pharmacology and genetics, but also broad …
Overcoming resistance to product rebranding
2015
Purpose – The purpose of this article is to understand how and why consumers resist or accept product rebranding. It seeks to identify and to quantify the drivers of attitudes toward this marketing practice to guide marketing managers in the execution of an effective changeover. Design/methodology/approach – The research is conducted in three stages. First, a qualitative study is run among 45 consumers to identify variables that might influence attitudes toward product rebranding. Second, a review of literature on the emotion of surprise is carried out to specify the relationships between the variables previously identified and to formulate hypotheses. Third, a quantitative study is conduc…