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Keywords: Rebranding
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2024) 41 (7): 84–116.
Published: 10 June 2024
...Manoella Antonieta Ramos; Svante Andersson; Ulf Aagerup Purpose This study describes how a multinational enterprise (MNE) gains acceptance after rebranding acquired brands from different countries among its internal and external stakeholders and identifies factors that influence this process...
