Liu, Yipeng; Öberg, Christina; Tarba, Shlomo Yedidia; … - In: International Marketing Review 35 (2018) 5, pp. 710-732
Purpose: The purpose of this paper is to focus on emerging market companies that internationalize into advanced economies by means of acquisitions and to investigate brand management during post-acquisition integration from a multi-level perspective and to identify how a brand management...