Leveraging brand equity in business-to-business mergers and acquisitions

Industrial Marketing Management

Volumn 39, Issue 8, 2010, Pages 1234-1239

  Lambkin, Mary C ^a   Muzellec, Laurent ^b  

^a UNIVERSITY COLLEGE DUBLIN   (Ireland)

^b DUBLIN CITY UNIVERSITY   (Ireland)

Author keywords

B2B branding; Brand equity; Mergers and acquisitions; Rebranding

Indexed keywords

EID: 78649333373     PISSN: 00198501     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.indmarman.2010.02.020     Document Type: Article

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