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Effect of complementary product fit and brand awareness on brand attitude after M&As : word of mouth as a moderator
Lee, Hsiang-Ming; Chen, Tsai; Hsu, Ya-Hui; Wu, Yu-Chi - In: Global journal of business research : GJBR 12 (2018) 1, pp. 51-67
Persistent link: https://www.econbiz.de/10011865254
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How the country-of-origin image and brand name redeployment strategies affect acquirers' brand equity after a merger and acquisition
Lee, Hsiang-ming; Chen, Tsai; Guy, Bonnie S. - In: Journal of global marketing 27 (2014) 3, pp. 191-206
Persistent link: https://www.econbiz.de/10010404373
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The persuasive effectiveness of mini-films : narrative transportation and fantasy proneness
Chen, Tsai - In: Journal of consumer behaviour : an international … 14 (2015) 1, pp. 21-27
Persistent link: https://www.econbiz.de/10011294154
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Brand image strategy affects brand equity after M&A
Lee, Hsiang-ming; Lee, Ching-chi; Wu, Cou-chen - In: European journal of marketing : EJM 45 (2011) 7/8, pp. 1091-1111
Persistent link: https://www.econbiz.de/10009267048