Consumer reactions to the merger: Understanding the role of pre-merger brands

Autor:	Ronald E. Goldsmith, Dave McMahon, Melinda A. McLelland
Rok vydání:	2014
Předmět:	Marketing business.industry Strategy and Management media_common.quotation_subject Product strategy Advertising Brand loyalty Brand management Marketing management Service (economics) Employer branding Product management Business Brand equity media_common
Zdroj:	Journal of Brand Management. 21:615-634
ISSN:	1479-1803 1350-231X
DOI:	10.1057/bm.2014.28
Popis:	Mergers are a common phenomenon in the business world despite statistics showing the high failure rates of mergers. A lack of focus on the consumer is often noted as a contributing factor to these merger failure rates. As such, this research focuses on consumer reactions to mergers by exploring the role of consumer attitude and service perceptions of the pre-merger brands. A carefully controlled experiment examines both pre-merger and post-merger brand attitudes and service perceptions. In addition, the role of perceived fit in shaping perceptions of the merger is explored. Overall, this study enhances the existing literature by providing a foundation for understanding how consumers initially react to the announcement of a merger involving their own brand. Several managerial implications emerge from the study findings.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::4c76387d55e86f4443d93ef9cf5c87a5 https://doi.org/10.1057/bm.2014.28 Zobrazit plný text záznamu Full text from SpringerLink