Measuring customer-based brand equity for B's Mart convenience store acquired from Family Mart
Abstract
M&A is known as Merger and Acquisition which has been so popular during this
decade in Vietnam. In recent years, many M&A transactions occurred have
significantly changed a lot in economic situation. This research was planned to pick
up one of the most prominent M&A transaction in 2013 which have critically
impacted on the acquirer and acquirer organization generally and in customer
particularly. After this transaction, the brand equity of both two firms has been
certainly influenced a lot. Hence this thesis was designed to measure the customerbased brand equity of the acquirer firm – B’s Mart after the acquisition of Family
Mart. The quantitative method will be used to gain a general overview from
respondents. Finally, the conclusion and recommendation will be given in the final
chapter. Hope this research will be useful for the company
Key words: M&A, merger and acquisition, brand equity