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Elisa Maira, fifth-year PhD Candidate in Marketing at RSM, has done research regarding consumer behaviour and has concluded that often, the value of a brand drops after a takeover by another party. She has found that consumers have a preference for products from independent companies, if those products are relevant to their identity.
Elisa Maira, fifth-year PhD Candidate in Marketing at RSM, has done research regarding consumer behaviour and has concluded that often, the value of a brand drops after a takeover by another party. She has found that consumers have a preference for products from independent companies, if those products are relevant to their identity.