Finance and Financial Management Commons^™

Financial Value Of Brands In Mergers And Acquisitions: Is Value In The Eye Of The Beholder?, Cem Badahir, Sundar G.Bharadwaj, Rajendra Kumar Srivastava

Research Collection Lee Kong Chian School Of Business

Firms frequently engage in merger and acquisition deals. In these transactions, brands account for significant but differential proportions of overall transaction value. Extant marketing literature on financial value of brands focuses on drivers of financial value only within a firm. However, in a merger and acquisition context, value of brands also depends on how their new owners might leverage them in the marketplace. This study identifies and empirically tests both the target and acquirer characteristics that affect the value of target firm’s brands in mergers and acquisitions. Furthermore, the authors examine the moderating role of deal type and target firm …