The impact of mergers and acquisitions on brand equity : a structural analysis
Year of publication: |
2021
|
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Authors: | Chu, Yanlai ; Chu, Junhong ; Liu, Hongju |
Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 38.2021, 3, p. 615-638
|
Subject: | Brand equity | Mergers and acquisitions | Structural modeling | Übernahme | Takeover | Markenimage | Brand image |
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