Search Results - subject:"Brand Redeployment"

The Effect of Country of Origin Service Quality and Brand Redeployment after M&A: The Case of Tiger Air-Mandala Airline

Anggraeni, Adilla; Hasan, Kendy - In: International Journal of Asian Business and Information … 7 (2016) 1, pp. 42-55

The purpose of the research is to confirm that general country attribute; service quality and the redeployment strategies are variables needed by the company to smooth the process of the merger and acquisition. The main research framework was replicated from the work of Lee and Lee (2011) with...

Persistent link: https://www.econbiz.de/10012042572

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

Country‐of‐origin and brand redeployment impact after brand acquisition

Lee, Hsiang‐Ming; Lee, Ching‐Chi - In: Journal of Consumer Marketing 28 (2011) 6, pp. 412-420

high country‐of‐origin image. This study also aims to examine brand redeployment strategy impacts on consumer purchase …&A to increase market share must seriously consider general country attributes, general product attributes and brand … redeployment strategy because these three constructs affect purchase intentions, and consequently maintain consumer loyalty and …

Persistent link: https://www.econbiz.de/10014848909