Brand M&A has long been an extremely common strategy for expanding the scale of an
organization and entering new business areas, but various signs show that many brand …

Purpose–The paper aims to provide both academics and practitioners a strategic framework
for integrating brands in horizontal mergers and acquisitions (M&As) in order to create and …

Purpose The purpose of this paper is to focus on emerging market companies that
internationalize into advanced economies by means of acquisitions and to investigate brand …

Most of the academic research on brand management focuses on stable organizational
conditions. In the last years, markets are characterized by disruptive changes as well as …

Purpose Nowadays, many weak brands have acquired strong international brands to
accelerate their internationalization. However,“the weakers acquire the strongers” model of …

This paper discusses the strategic motives, the markets entered, the methods used and the
challenges faced by Chinese companies building their own brand or buying one to expand …

With growing numbers of mergers and acquisitions (M&A), its relationship with brands and
branding has attracted the attention of academics and practitioners. However, little has been …

Purpose–The purpose of this paper is to investigate how companies entering the Chinese
market integrate brand image and country image, how they redefine this integration in the …

Purpose Brand alliance strategy is a popular strategy for multinational enterprises entering
foreign markets, especially when domestic firms in the host market have a relatively weaker …

This study examines the effects of the perceived evaluation of mergers and acquisitions
(M&As) on the brand loyalty of consumers toward the acquired brand, the moderating effects …