haku: @indexterm Mergers / yhteensä: 2376
viite: 2 / 2376
Tekijä:Thorbjørnsen, H.
Dahlén, M.
Otsikko:Customer reactions to acquirer-dominant mergers and acquisitions
Lehti:International Journal of Research in Marketing
2011 : DEC, VOL. 28:4, p. 332-341
Asiasana:mergers
brands
brand loyalty
consumer behaviour
consumer attitudes
Kieli:eng
Tiivistelmä:The article examines consumer reactions to mergers and acquisitions (M&As) where a larger brand acquires the target brand, and the possible ways to mitigate the negative reactions. Consumers tend to react negatively to M&As by devaluing the acquirer brand, shown by findings from five studies, and may often switch because they value the target brand more. It is shown that brand managers can make the reactions milder by letting the consumers get involved in merger decisions. The article suggests that psychological reactance is a mediator of the negative effects of merger information on customers' attitudes and switching intentions.
SCIMA tietueen numero: 276291
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