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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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Bibliographic Details
Main Author:	Wood, Adam Vance Thomas
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2007
Subjects:	Brand equity Mergers and Acquisitions Strategic alliances Brand extensions Brand alliances Brand perception Globalisation Automobile Automotive Car Renault Nissan.
Online Access:	https://eprints.nottingham.ac.uk/21282/

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