...Ulf Johansson; Christian Koch; Nora Varga; Fengge Zhao Purpose This paper aims to explore how the ownership transfer from a highly industrialised country to less industrialised countries influences consumers’ brand perceptions. Design/methodology/approach Three acquisition cases of premium car...

... perceptions of a brand. Findings The findings reveal a substantial repositioning of the brand's functional appeal, moving away from the car's price as an appeal towards product build quality. Furthermore, the Mini's symbolic appeal, which is based on its fun and sporty image, has largely remained in place...