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AuthorAwan, M.
AuthorHo, H. C.
AuthorKhan, H.
Available date2023-12-28T06:47:47Z
Publication Date2017-03
Publication NameInternational Journal of Business and Information (IJBI)
Identifierhttp://dx.doi.org/10.6702/ijbi.2017.12.1.1
CitationAwan, M. A., Ho, H. C., & Khan, H. U. (2017). Possible Effect of Merger and Acquisition on Brand Equity: A Case Study of the IT Industry in South Korea. International Journal of Business & Information, 12(1).
ISSN1728-8673
URIhttp://hdl.handle.net/10576/50650
AbstractThis 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.
Languageen
PublisherInternational Business Academics Consortium (iBAC)
Subjectband awareness
consumer behavior
customer perception
IT mergers
merger and acquisition
perceived brand value
TitlePossible effect of Merger and Acquisition on Brand Equity: A case study of IT industry
TypeArticle
Pagination1-38
Issue Number1
Volume Number12
dc.accessType Abstract Only


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