TITLE:
Study on Brand Mismatching toward the Acquiring Enterprise Brand Dilution—Based on a Prospective of Construal Level Theory
AUTHORS:
Guangmin Zhai, Xinhong Liang, Haiquan Chen
KEYWORDS:
Cross-Border Mergers and Acquisitions, Brand Mismatching, Brand Dilution, Construal Level
JOURNAL NAME:
Open Journal of Business and Management,
Vol.4 No.3,
July
5,
2016
ABSTRACT: During the cross-border mergers and acquisitions process, there are numerous factors that affect
the brand evaluation of acquiring enterprise, one important factor is brand matching between
acquiring and target enterprises. Experiments draw conclusions that dilution does exist and construal
level can moderate the negative impacts. These findings warn Chinese managers that brand
mismatching between cross-border M & A may dilute the brand of acquiring enterprises.