Understanding customer’s post-M&A intentions and behaviors: the role of the family business brand and previous reputation of the acquiring firm

What is it about?

Mergers and acquisitions (M&As) are a critical for organizations and their consumers. For the company, there are many financial and non-financial risks. For customers it requires deciding whether or not to continue the relationship that they had with the previous firm. This paper explores the extent to which communicating the family business brand, and the previous reputation of the acquirer affect customer perceptions and intentions after an M&A Event.

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