It's no longer mine : the role of brand ownership and advertising in cross-border brand acquisitions
Year of publication: |
2015
|
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Authors: | Chang, Hua ; Kwak, Hyokjin ; Puzakova, Marina ; Park, Jisoo ; Smit, Edith G. |
Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 34.2015, 4, p. 593-620
|
Subject: | brand ownership | brand ownership appeal in advertising | cross-border acquisition | consumer - country disidentification | Übernahme | Takeover | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Eigentümerstruktur | Ownership structure | Werbewirkung | Advertising effects | Markenimage | Brand image | Werbung | Advertising | Markenartikel | Brand | Multinationales Unternehmen | Transnational corporation |
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