How the country-of-origin image and brand name redeployment strategies affect acquirers' brand equity after a merger and acquisition
Year of publication: |
2014
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Authors: | Lee, Hsiang-ming ; Chen, Tsai ; Guy, Bonnie S. |
Published in: |
Journal of global marketing. - Philadelphia, Pa. : Taylor & Francis, ISSN 0891-1762, ZDB-ID 1034619-3. - Vol. 27.2014, 3, p. 191-206
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Subject: | Country-of-origin | brand equity | brand association | brand loyalty | perceived quality | Brand redeployment strategy | Taiwan | Übernahme | Takeover | Herkunftsbezeichnung | Designation of origin | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Großbritannien | United Kingdom | Markenimage | Brand image |
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