Study on Brand Mismatching toward the Acquiring Enterprise Brand Dilution—Based on a Prospective of Construal Level Theory

摘要

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.