toward the acquirer's corporate brand; brand-image fit is positively related to attitudes toward a CBA event, and post …-CBA attitudes toward the acquirer's corporate brand and the target brand; post-CBA attitudes toward the acquirer's corporate brand … and the target brand are positively related. Research limitations/implications This study is limited in the sample …

the advertisement, towards the brand and on their purchase intention. Results of an empirical study indicate that ads with …