Brand Mergers and Acquisitions
Author:
Publisher
Springer International Publishing
Link
https://link.springer.com/content/pdf/10.1007/978-3-030-66119-9_10
Reference21 articles.
1. Aaker, D., and E. Joachimsthaler. 2000. The brand relationship spectrum: The key to the brand architecture challenge. California Management Review 42 (4): 8–23.
2. Alvarez-González, P., and C. Otero-Neira. 2019. The effect of mergers and acquisitions on customer–company relationships: Exploring employees’ perceptions in the Spanish banking sector. International Journal of Bank Marketing 38 (2): 406–424.
3. Bhattacharyya, S. 2019. Mergers and acquisition by Indian firms: Managerial perspectives on challenges and solutions. In Dynamic perspectives on globalization and sustainable business in Asia, 41–55. Hershey: IGI Global.
4. Bilton, Ricardo. 2015. Autopsy: Why Microsoft’s Ad Business Withered – Digiday. Digiday. https://digiday.com/media/autopsy-microsofts-ad-business-whithered/.
5. Chung, Y., and A. Kim. 2019. Effects of mergers and acquisitions on brand loyalty in luxury brands: The moderating roles of luxury tier difference and social media. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2019.11.030.
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