Companies adopting new brand names are frequently reported in the business press but this
phenomenon has as yet received little academic attention. Dispensing with an established …

… creation of a new name (Stuart and Muzellec, 2004). Because changes in marketing aesthetics
… He is the corresponding author and can be contacted at: laurent.muzellec@ucd.ie Mary …

… Looking specifically at the case of “Red Apple” cigarettes, Muzellec and McDonagh (2007) …
Laurent Muzellec is the corresponding author and can be contacted at: laurent.muzellec@…

Purpose The purpose of this paper is to delineate the current state of the art of sharing
economy (SE) research and practice. It provides a new framework to help managers and …

… Laurent Muzellec is a lecturer in Marketing and the director of the MSc. in Digital Marketing
at UCD Smurfit Graduate Business School. His current research interests pertain to the field …

Corporate rebranding is a strategy used by companies to change their image. There may be
very good reasons for doing this, the most obvious being to send a signal to stakeholders …

… of the consumer decision-making journey (Moran, Muzellec, and Nolan Citation2014).
However, … Laurent Muzellec Laurent Muzellec is the Programme Director of the M.Sc. in Digital …

The consumer purchasing journey has evolved. The current paper revisits the practitioner-led
“Moments of Truth” model used by a number of successful multinationals (initially Procter & …

… Muzellec and Lambkin show that the corporate culture of ‘hard nosed’ business is
embedded in the corporate brand, which affects the relationship with distributors and suppliers; …

Purpose This paper aims to uncover the drivers of consumer-brand engagement on Facebook,
understood here as users’ behavioral responses in the form of clicks, likes, shares and …