Een overname is soms slecht voor de merkwaarde

https://www.nu.nl/ondernemen/5165771/een-overname-soms-slecht-merkwaarde.html?redirect=1

Participants

  • Elisa Maira
    Role: PhD Candidate
    Reference type: Referenced

Media outlets

  • Nu.nl (Online)

Description

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.