As interest increases in the educational quality of higher education institutions (HEIs), less is known about how the mergers and acquisitions (M&As) of these HEIs affect educational quality. In this study, we investigate the association of M&As on the educational quality of HEIs and the role of institutional incentives in this relation. We argue that M&As in HEIs can positively affect the educational quality of these institutions, although this relationship is substantially sensitive and moderated by institutional incentives. Ultimately, M&As can negatively influence educational quality if the incentives do not encourage HEIs to improve and maintain high standards in educational quality continuously. We empirically examine our theoretical framework using a longitudinal dataset on a fixed-effects model from 2007 to 2015 with M&As of Brazilian HEIs, and the results consistently support our arguments.