How the country-of-origin image and brand name redeployment strategies affect acquirers' brand equity after a merger and acquisition
Hsiang-Ming Lee; Tsai Chen; Bonnie S. Guy
| Year of publication: |
2014
|
|---|---|
| Authors: | Lee, Hsiang-ming ; Chen, Tsai ; Guy, Bonnie S. |
| Published in: |
Journal of global marketing. - Philadelphia, Pa. : Taylor & Francis, ISSN 0891-1762, ZDB-ID 1034619-3. - Vol. 27.2014, 3, p. 191-206
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| Subject: | Country-of-origin | brand equity | brand association | brand loyalty | perceived quality | Brand redeployment strategy | Taiwan | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Übernahme | Takeover | Markenführung | Brand management | Herkunftsbezeichnung | Designation of origin | Markenartikel | Brand | Firmenimage | Corporate reputation | Beziehungsmarketing | Relationship marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010404373