Brand image strategy affects brand equity after M&A

European Journal of Marketing

Volumn 45, Issue 7, 2011, Pages 1091-1111

  Lee, Hsiang Ming ^a   Lee, Ching Chi ^b   Wu, Cou Chen ^c  

^a CHING YUN UNIVERSITY   (Taiwan)

^b Jean Yves Enterprise Co Ltd   (Taiwan)

^c NATIONAL TAIWAN UNIVERSITY OF SCIENCE AND TECHNOLOGY   (Taiwan)

Author keywords

Brand equity; Brand image; Brand loyalty; Taiwan

Indexed keywords

EID: 79959572891     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090561111137624     Document Type: Article

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