How the Country-of-Origin Image and Brand Name Redeployment Strategies Affect Acquirers’ Brand Equity After a Merger and Acquisition

Autor:	Bonnie S. Guy, Hsiang-Ming Lee, Tsai Chen
Rok vydání:	2014
Předmět:	Marketing business.industry Brand awareness Advertising Variance (accounting) Country of origin Brand loyalty Brand management Brand extension Mergers and acquisitions Business Brand equity Business and International Management
Zdroj:	Journal of Global Marketing. 27:191-206
ISSN:	1528-6975 0891-1762
Popis:	The purpose of this study is to examine the country-of-origin (COO)'s effect on brand equity, especially when the acquirer brand is afflicted by a low COO image and the acquired brand enjoys a high COO image. The authors also examine the impact of brand redeployment strategies on brand equity. An online questionnaire in Taiwan was an integral part of the study, and the results indicate that brand redeployment strategies have a positive influence on every dimension of brand equity, while the target dominant strategy has the greatest impact. Regarding the COO effect, the high variance of COO after mergers and acquisitions has more influence on dimensions of brand equity than low variance. In addition, COO variance has the greatest impact on brand loyalty.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::62ff22c01f6b5e37ec179da97c2c6be4 https://doi.org/10.1080/08911762.2014.909550 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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