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The impact of a M&A in banks' reputation - the case of Santander Totta
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Orientador(es)
Resumo(s)
I analyze the variation in the reputation of Banco Santander following its acquisition of Banco Totta&Açores, in 2000, and how customers’ individual characteristics affected that change. I also discuss how good the choice of Totta by Santander was. To do this, I designed and conducted a survey, which allows me to measure the reputation of Santander before and after the acquisition. I find that, after the consolidation process, the reputation of Santander Totta increased. The individual characteristics that mostly influence this update are brand awareness, the amount invested in stock market and years of account. I also find Totta was the bank with highest reputation previously the acquisition, representing a good partner for Santander.
Descrição
A Work Project, presented as part as the requirements for the Award of a Masters Degree in Management from the Nova School in Business and Economics
Palavras-chave
Reputation Banking Mergers and Acquisitions Santander Totta