• English
    • العربية
  • العربية
  • Login
  • QU
  • QU Library
  •  Home
  • Communities & Collections
  • Help
    • Item Submission
    • Publisher policies
    • User guides
    • FAQs
  • About QSpace
    • Vision & Mission
View Item 
  •   Qatar University Digital Hub
  • Qatar University Institutional Repository
  • Academic
  • Faculty Contributions
  • College of Business and Economics
  • Accounting & Information Systems
  • View Item
  • Qatar University Digital Hub
  • Qatar University Institutional Repository
  • Academic
  • Faculty Contributions
  • College of Business and Economics
  • Accounting & Information Systems
  • View Item
  •      
  •  
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Possible effect of Merger and Acquisition on Brand Equity: A case study of IT industry

    Thumbnail
    Date
    2017-03
    Author
    Awan, M.
    Ho, H. C.
    Khan, H.
    Metadata
    Show full item record
    Abstract
    This study focuses on how mergers and acquisitions (M&A) affect the consumer's buying behavior, specifically the consumer's perception, of both the parent and acquired brand in the IT industry. The empirical test of the theoretical model was conducted using data collected through a 5-point Likert-scaled survey administered to a sample of 512 university students in South Korea. The students were selected as respondents in order to increase the homogeneity of the sample and to minimize random error caused by selecting the general public. The survey was designed using real examples. Specifically, the first version of the survey used the "Facebook & WhatsApp" case, and the second version used the "Microsoft & Skype" case. Quantitative methodology was employed, using multi-group path analyses for testing the hypotheses developed. The results confirm that brand awareness and perceived brand value are important sources of brand equity and that the effects of these two components on brand equity after M&A are significantly larger than before M&A. The study provides insights into important issues regarding brand equity and how to strengthen the evaluation of M&A of online companies, which could also be useful for brand managers.
    DOI/handle
    http://dx.doi.org/10.6702/ijbi.2017.12.1.1
    http://hdl.handle.net/10576/50650
    Collections
    • Accounting & Information Systems [‎555‎ items ]

    entitlement


    Qatar University Digital Hub is a digital collection operated and maintained by the Qatar University Library and supported by the ITS department

    Contact Us | Send Feedback
    Contact Us | Send Feedback | QU

     

     

    Home

    Submit your QU affiliated work

    Browse

    All of Digital Hub
      Communities & Collections Publication Date Author Title Subject Type Language Publisher
    This Collection
      Publication Date Author Title Subject Type Language Publisher

    My Account

    Login

    Statistics

    View Usage Statistics

    About QSpace

    Vision & Mission

    Help

    Item Submission Publisher policiesUser guides FAQs

    Qatar University Digital Hub is a digital collection operated and maintained by the Qatar University Library and supported by the ITS department

    Contact Us | Send Feedback
    Contact Us | Send Feedback | QU

     

     

    Video