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

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

Original languageEnglish
Title of host publicationProceedings for the 17th Global Brand Conference, Edinburgh Napier University, 22-24 April 2024
Publication statusAccepted/In press - 2024
MoE publication typeA4 Article in conference proceedings

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