The New Owner behind a Veil: Luxury Brand Cross-Border M&A and Its Impact on Brand Credibility and Prestige

Hongjoo Woo; Byoungho Jin

Textile and Apparel Industries

The New Owner behind a Veil: Luxury Brand Cross-Border M&A and Its Impact on Brand Credibility and Prestige

Authors: Hongjoo Woo (Auburn University) , Byoungho Jin (University of North Carolina at Greensboro)

Abstract

This study examined the effect of cross-border M&A on luxruy brands' crediblity and prestige.

Keywords:

How to Cite: Woo, H. & Jin, B. (2016) “The New Owner behind a Veil: Luxury Brand Cross-Border M&A and Its Impact on Brand Credibility and Prestige”, International Textile and Apparel Association Annual Conference Proceedings. 73(1).