Effect of mergers and acquisitions on brand image.

Mergers and acquisitons are investigated empirically in relation to brand equity in the bank sector. A research instrument is being developed which measures brand equity in the bank sector and the change in brand equity due to mergers and acquisitions where the reference bank either performs a take over or is itself absorbed. This instrument is to be applied in samples in Belgium and Maleisia

Keywords:MERGERS AND ACQUISITIONS, ACQUISITION, MARKETING, MERGER

Disciplines:Business administration and accounting, Management, Marketing