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The document discusses two studies on the impact of mergers and acquisitions (M&As) and celebrity endorsements on brand value, particularly focusing on Chinese sports brands and Beats by Dre. The first study emphasizes the importance of integrating intangible resources for successful M&As, while the second study highlights the positive effects of celebrity endorsements on brand promotion and sales. Together, they illustrate how acquiring brands with strong cultural relevance and celebrity associations can p

Author

Njoroge Irungu

Language

EN