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/ |
| _version_ | 1848792220845473792 |
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| author | Wood, Adam Vance Thomas |
| author_facet | Wood, Adam Vance Thomas |
| author_sort | Wood, Adam Vance Thomas |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | 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 interviews to gauge changes to customer-based brand equity post-Alliance. Results show that the level of perceived affiliation between allied brands at consumer level affects the degree of perceived cross-influence between them. The discussion highlights the importance of a successful differentiation strategy to maintaining brand independence and achieving desired synergies. It also illustrates the importance of marketing integration in merger, acquisition and alliance design and implementation. |
| first_indexed | 2025-11-14T18:40:57Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-21282 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T18:40:57Z |
| publishDate | 2007 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-212822018-05-14T14:18:08Z https://eprints.nottingham.ac.uk/21282/ An empirical investigation into the effects of inorganic corporate expansion on customer-based brand equity: the case of the Renault-Nissan Alliance Wood, Adam Vance Thomas 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 interviews to gauge changes to customer-based brand equity post-Alliance. Results show that the level of perceived affiliation between allied brands at consumer level affects the degree of perceived cross-influence between them. The discussion highlights the importance of a successful differentiation strategy to maintaining brand independence and achieving desired synergies. It also illustrates the importance of marketing integration in merger, acquisition and alliance design and implementation. 2007 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/21282/1/07MSclixavtw.pdf Wood, Adam Vance Thomas (2007) An empirical investigation into the effects of inorganic corporate expansion on customer-based brand equity: the case of the Renault-Nissan Alliance. [Dissertation (University of Nottingham only)] (Unpublished) Brand equity Mergers and Acquisitions Strategic alliances Brand extensions Brand alliances Brand perception Globalisation Automobile Automotive Car Renault Nissan. |
| spellingShingle | Brand equity Mergers and Acquisitions Strategic alliances Brand extensions Brand alliances Brand perception Globalisation Automobile Automotive Car Renault Nissan. Wood, Adam Vance Thomas An empirical investigation into the effects of inorganic corporate expansion on customer-based brand equity: the case of the Renault-Nissan Alliance |
| title | An empirical investigation into the effects of inorganic corporate expansion on customer-based brand equity: the case of the Renault-Nissan Alliance |
| title_full | An empirical investigation into the effects of inorganic corporate expansion on customer-based brand equity: the case of the Renault-Nissan Alliance |
| title_fullStr | An empirical investigation into the effects of inorganic corporate expansion on customer-based brand equity: the case of the Renault-Nissan Alliance |
| title_full_unstemmed | An empirical investigation into the effects of inorganic corporate expansion on customer-based brand equity: the case of the Renault-Nissan Alliance |
| title_short | An empirical investigation into the effects of inorganic corporate expansion on customer-based brand equity: the case of the Renault-Nissan Alliance |
| title_sort | empirical investigation into the effects of inorganic corporate expansion on customer-based brand equity: the case of the renault-nissan alliance |
| topic | Brand equity Mergers and Acquisitions Strategic alliances Brand extensions Brand alliances Brand perception Globalisation Automobile Automotive Car Renault Nissan. |
| url | https://eprints.nottingham.ac.uk/21282/ |