Consumer Evaluations of Corporate Brand Deployments

• Main Authors: JAJU, Anupam, JOINER, Christopher, REDDY, Karempudi Srinivas
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2006
• Subjects: brand redeployments; merger and acquisitions; consumer evaluations; corporate brand name changes; Business; Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/1768
• Institution: Singapore Management University

There has been little attention paid to the management of corporate brand names as part of the merger and acquisition process. As an initial step towards developing a better understanding of this brand redeployment decision the authors consider the reactions of one important stakeholder group-consum...