Online from: 1967
Subject Area: Marketing
Options: To add Favourites and Table of Contents Alerts please take a Emerald profile
|Title:||Brand image strategy affects brand equity after M&A|
|Author(s):||Hsiang-Ming Lee, (Department of Business Administration and Institute of Business & Management, Ching Yun University, Jhongli City, Taiwan), Ching-Chi Lee, (Jean Yves Enterprise Co. Ltd, Taipei City, Taiwan), Cou-Chen Wu, (Department of Business Administration, National Taiwan University of Science and Technology, Taipei City, Taiwan)|
|Citation:||Hsiang-Ming Lee, Ching-Chi Lee, Cou-Chen Wu, (2011) "Brand image strategy affects brand equity after M&A", European Journal of Marketing, Vol. 45 Iss: 7/8, pp.1091 - 1111|
|Keywords:||Brand equity, Brand image, Brand loyalty, Taiwan|
|Article type:||Research paper|
|DOI:||10.1108/03090561111137624 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
Purpose – The purpose of this study is to examine the relationship between the variance of two brand images and dimensions of brand equity after M&A, especially when the acquirer-dominant is affiliated to a weak brand image and the acquired one has a stronger brand image.
Design/methodology/approach – In total, 409 responses were collected through random sampling from an internet survey platform in Taiwan (weak image differences were gathered from 209 respondents and strong image differences were gathered from 200 respondents).
Findings – This study uses an experimental design to discuss how the variance of two brand images (this study uses two kinds of M&A: a company with an inferior brand image acquires one with a superior or average brand image) affects the acquirer's brand equity (perceived quality, brand association, and brand loyalty). This study also examines how brand equity of an acquired brand changes after M&A. Results from the MANOVA and paired-sample
Originality/value – Few studies have evaluated the brand image effect of an M&A from a marketing perspective. The contribution is to help managers understand whether the acquirer should preserve the obtained brand and focus on increasing brand equity of the acquired brand to avoid the loss of customer loyalty.
Existing customers: login
to access this document
To purchase this item please login or register.
Complete and print this form to request this document from your librarian