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has been cited by the following article:

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

  AUTHORS: Guangmin Zhai, Xinhong Liang, Haiquan Chen

  KEYWORDS: Cross-Border Mergers and Acquisitions, Brand Mismatching, Brand Dilution, Construal Level

  JOURNAL NAME: Open Journal of Business and Management, Vol.4 No.3, July 5, 2016

  ABSTRACT: 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.