An empirical investigation into the effects of inorganic corporate expansion on customer-based brand equity: the case of the Renault-Nissan Alliance
When companies enter into mergers, acquisitions or alliances, their brands become inextricably linked. This paper investigates the effect of mergers, acquisitions and alliances on consumer perception of brands involved. Analysing the Renault-Nissan Alliance of 1999, it uses in-depth, semi-structured...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2007
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| Online Access: | https://eprints.nottingham.ac.uk/21282/ |