Essays about: "Xiaoshu Zheng"

Found 1 essay containing the words Xiaoshu Zheng.

  1. 1. The case of Geely acquiring Volvo Car : A study on low brand equity acquiring high brand equity

    University essay from Företagsekonomiska institutionen

    Author : Xiaoshu Zheng; Yuan Shi; [2013]
    Keywords : Brand Acquisition from China; High Brand Equity; Low Brand Equity; House of Brands Strategy; Endorsed Brand Strategy;

    Abstract : Much previous research has studied high brand equity acquiring high brand equity or high brand equity acquiring low brand equity. However, very little research has been conducted to understand how that low brand equity acquiring high brand equity changes the low brand equity especially in China. READ MORE