Centre for China Management and Global Business 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 | Professor Yipeng Liu |
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