The Effect of Corporation Merger and Acquisition on Brand Equity

• Main Authors: Wen-Yuan Huang, 黃文源
• Other Authors: Kuang-Wen Wu
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/54148114273732363973

碩士 === 逢甲大學 === 經營管理碩士在職專班 === 99 === An experiment was conducted to explore the effect of M&A between Strong Brand Equity and Weakness Brand Equity. This study was based on the Communication Testing Instrument Industry and using the Keller(2009) Building A Strong Business-To-Business Brand Guidelines to evaluate the Brand Equity. The results showed Strong Brand Equity will increase Weakness Brand Equity during the M&A; But Weakness Brand Equity was not significant to corrode Strong Brand Equity during the M&A. With this study we also find the Keller(2009) Building A Strong Business-To-Business Brand Guidelines is suitable for Brand Equity evalution.