Brand Management in Chinese Cross-Border Mergers and Acquisitions Project

Professor Liu co-authored a paper titled 'Brand Management in Mergers and Acquisitions: Emerging Market Multinationals Venturing into Advanced Economies', which investigated brand management during post-acquisition integration from a multi-level perspective.

The paper also identified how a brand management strategy can be constructed and it takes into account the influences of country-of-origin image, corporate brand and brand portfolio to obtain a granular view of post-acquisition brand management.

This research project has received international media attention and funding support from the British Academy, the Sino-British Fellowship Trust and the Schoeller Foundation for Business and Society in Germany.

Authors