TY - JOUR

T1 - Integrating brand and Marketing perspectives in M&A

AU - Bauer, Florian Andreas

AU - Matzler, Kurt

AU - Wille, Claudia

PY - 2012/1/1

Y1 - 2012/1/1

N2 - Marketing and branding issues are broadly ignored in the current M&A literature. Even though some recent studies empirically prove their importance, large-scale studies on this topic are practically nonexistent. Against this background the authors develop an integrative research model that connects marketing and brand issues from the premerger phase (market relatedness and brand relatedness) with central constructs of the post-merger phase (marketing integration and brand integration) and M&A performance. The theoretical framework was tested empirically across a sample of 72 M&A transactions in the German-speaking part of central Europe. The results give clear evidence that market relatedness and brand relatedness influence the degree of marketing integration, which in turn influences M&A performance. Brand relatedness has a direct impact on M&A performance, and brand integration strategy negatively influences M&A performance. No significant relationship between brand relatedness and brand integration strategy is found.

AB - Marketing and branding issues are broadly ignored in the current M&A literature. Even though some recent studies empirically prove their importance, large-scale studies on this topic are practically nonexistent. Against this background the authors develop an integrative research model that connects marketing and brand issues from the premerger phase (market relatedness and brand relatedness) with central constructs of the post-merger phase (marketing integration and brand integration) and M&A performance. The theoretical framework was tested empirically across a sample of 72 M&A transactions in the German-speaking part of central Europe. The results give clear evidence that market relatedness and brand relatedness influence the degree of marketing integration, which in turn influences M&A performance. Brand relatedness has a direct impact on M&A performance, and brand integration strategy negatively influences M&A performance. No significant relationship between brand relatedness and brand integration strategy is found.

KW - Brand

KW - M&a performance

KW - Marketing

M3 - Journal article

AN - SCOPUS:84891877719

VL - 10

SP - 57

EP - 70

JO - Problems and Perspectives in Management

JF - Problems and Perspectives in Management

SN - 1727-7051

IS - 4

ER -