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