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

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

Mary C. Lambkin2010

Article2010

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

Mary C. Lambkin · Laurent Muzellec

63 citations·0/0 files stored·Industrial Marketing Management

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Corporate Identity and Reputation

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1997The Company and the Product: Corporate Associations and Consumer Product Responses 1991Managing brand equity : capitalizing on the value of a brand name.2000Strategic Brand Management: Building, Measuring, and Managing Brand Equity.2001New Evidence and Perspectives on Mergers 1992Managing Brand Equity: Capitalizing on the Value of a Brand Name 1998Market-Based Assets and Shareholder Value: A Framework for Analysis

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2013Corporate Rebranding: An Integrative Review of Major Enablers and Barriers to the Rebranding Process 2011Network actors' participation in B2B SME branding 2011Corporate brand strategy formation: Brand actors and the situational context for a business-to-business brand 2017Standardization versus adaptation of global marketing strategies in emerging market cross-border acquisitions 2018Identity change vs. strategy change: the effects of rebranding announcements on stock returns

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Year2010

Typearticle

Published2010-03-31

VenueIndustrial Marketing Management

ISSN-L0019-8501

Languageen

Citations63

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.1016/j.indmarman.2010.02.020

openalex_workW1996790924

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2018Brand management in mergers and acquisitions

2020Corporate branding and value creation for initiating and managing relationships in B2B markets

2021Brand equity retention after rebranding: a resource-based perspective