Along with economy growth, trends of merger and acquisition (M&A) between organizations have become an important issue in both geographical and strategic terms. Through M&A, firms are able to utilize their resources, enhance their marketing channels and penetrate markets with better efficiency. However, how do products grab consumers¡¦ eyes against competitors? And how do firms maintain consumer loyalty? ¡§Brand¡¨ is a critical factor. When discussing issues relating brands, ¡§brand equity¡¨ is something one would never skip. The ¡§brand equity¡¨ means the value added of a brand, containing the overall conception and attitudes of consumers. Only through constructing and creating brand equity, firms could gather the unique value possessed by their brands. This thesis aims at discussing the relation between M&A, brand associations, the fit of target product, willingness to purchase and brand equity. This study served cellphone products as example and conducted four experiments. According to experiment result, the relationship between brand image of product and the product we want to buy is high before M&A, the brand equality and purchase intension are better than the relationship between brand image of product and the product we want to buy is low. This thesis use different fit of brand image to buy of different types of ingredient brand alliance, could affect the brand equity. Besides, different kinds of consumer could have different level of emphasising on the ingredient of integral brand alliance. When acquirers¡¦and acquirees¡¦possess high brand association and fit of brand image, brand equity of the acquirers¡¦would rise, especially in the parts of trustworthiness. Thus firms could cooperate with specialized firms in order to gain trusts from consumers. It is mention worthy that negative relations are documented in the product performance parts, thus, firms should pay attention on after-sales services and other parts instead of product alone after the M&A for the sake of brand equity and to let consumers enjoy better services.

The present article addresses the labor obligations Companies face while in the process of reorganization. In addition, it deals with the fundamental labor provisions related to the continuity principle under a conceptual and normative point of view, as a result of the transfer of employees. Finally, it explains the essential content of the agreements with relation to the transfer of personnel, as hereby previously explained. / En el presente artículo se desarrollan las obligaciones laborales que surgen para las empresas que atraviesan procesos de reorganización. Adicionalmente, se precisan las principales disposiciones laborales relacionadas con el principio de continuidad, desde el punto de vista conceptual y normativo, producto del traspaso de trabajadores. Finalmente, se explica el contenido esencial de los convenios de transferencia de personal, en función a lo expuesto en forma precedente.