Brand acquisitions are a popular growth strategy. However, both anecdotal evidence and initial empirical evidence suggest that acquisitions can harm the acquired brand. This paper proposes and test...

中文翻译：

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EXPRESS：消费者何时以及为何对品牌收购产生负面反应：价值真实性帐户

品牌收购是一种流行的增长策略。然而，轶事证据和初步经验证据都表明收购会损害被收购的品牌。本文提出并测试...