TY  - JOUR 
AU  - Álvarez González, Paula
AU  - Otero Neira, Maria Del Carmen
PY  - 2022
SN  - 02634503
UR  - http://hdl.handle.net/11093/6787
AB  - Purpose
              Mergers and acquisition are a very common part of business strategy. However, it is not clear if and how these processes affect customers. This study aims to assess banking M&A from the marketing perspective, by analyzing its...
LA  - eng
PB  - Marketing Intelligence & Planning
TI  - Mergers and acquisitions success: examining customer loyalty
DO  - 10.1108/MIP-02-2022-0074
ER  -