Shi, Tiebing; Li, Jiandong; Lim, Chi Lo - In: Journal of Product & Brand Management 26 (2017) 6, pp. 559-572
Purpose This study aims to investigate factors impacting host country consumers’ attitudes toward acquirers’ corporate brands and target brands after cross-border acquisitions (CBAs). Design/methodology/approach Surveys were conducted with US consumers using two fictitious CBA scenarios in...