Browsing BI Open by Author "Meyn, Madelaine"
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Brand attitude change and acquisition attitude : an experimental study of U.S. consumers in an M&A setting
Gundersen, Guri Anne; Meyn, Madelaine (Master thesis, 2014-02-12)Previous research on mergers and acquisitions (M&As) has mainly focused on financial and strategic outcomes at the expense of marketing dimensions. Although consumers play a critical role in the success of M&As, their ...