Working Papers

Value Implications of Corporate Branding in Mergers

Natalie Mizik, Jonathan Knowles, and Isaac Dinner

Jan 1, 2010

Investigates the value implications of corporate branding in mergers, both at the merger announcement time and in the years following the merger completion, based on a sample of 216 large mergers undertaken during 1997-2006. Uses event study and time-varying calendar-time portfolio analyses to assess differences in the value implications of the three major types of corporate branding strategy.

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