Consumer Evaluations of Corporate Brand Deployments

• المؤلفون الرئيسيون: JAJU, Anupam, JOINER, Christopher, REDDY, Karempudi Srinivas
• التنسيق: text
• اللغة: English
• منشور في: Institutional Knowledge at Singapore Management University 2006
• الموضوعات: brand redeployments; merger and acquisitions; consumer evaluations; corporate brand name changes; Business; Marketing
• الوصول للمادة أونلاين: https://ink.library.smu.edu.sg/lkcsb_research/1768

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...