Author(s)

Guangmin Zhai, Xinhong Liang, Haiquan Chen

School of Management, Jinan University, Guangzhou, China.

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.

Cross-Border Mergers and Acquisitions, Brand Mismatching, Brand Dilution, Construal Level

Zhai, G. , Liang, X. and Chen, H. (2016) Study on Brand Mismatching toward the Acquiring Enterprise Brand Dilution—Based on a Prospective of Construal Level Theory. Open Journal of Business and Management, 4, 439-444. doi: 10.4236/ojbm.2016.43045.