How do employees of acquired B2B brands perceive the acquiring brand?: Implications for B2B brand portfolio strategy

How do employees of acquired B2B brands perceive the acquiring brand? Implications for B2B brand portfolio strategy

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Scientific › peer-review

Original language	English
Title of host publication	Proceedings for the 17th Global Brand Conference, Edinburgh Napier University, 22-24 April 2024
Publication date	2024
Publication status	Published - 2024
MoE publication type	A4 Article in conference proceedings
Event	17th Global Brand Conference - Edinburgh Napier University, Edinburgh, United Kingdom Duration: 22.04.2024 → 24.04.2024 Conference number: 17 https://www.napier.ac.uk/about-us/our-schools/the-business-school/global-brand-conference

@inproceedings{a3edf0c08b6c46889f41d1f9fae27c76,

title = "How do employees of acquired B2B brands perceive the acquiring brand?: Implications for B2B brand portfolio strategy",

author = "Sonja Sarasvuo and Jaakko Aspara",

year = "2024",

language = "English",

booktitle = "Proceedings for the 17th Global Brand Conference, Edinburgh Napier University, 22-24 April 2024",

note = "17th Global Brand Conference ; Conference date: 22-04-2024 Through 24-04-2024",

url = "https://www.napier.ac.uk/about-us/our-schools/the-business-school/global-brand-conference",

}

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Scientific › peer-review

TY - GEN

T1 - How do employees of acquired B2B brands perceive the acquiring brand?

T2 - 17th Global Brand Conference

AU - Sarasvuo, Sonja

AU - Aspara, Jaakko

N1 - Conference code: 17

PY - 2024

Y1 - 2024

M3 - Conference contribution

BT - Proceedings for the 17th Global Brand Conference, Edinburgh Napier University, 22-24 April 2024

Y2 - 22 April 2024 through 24 April 2024

ER -