Host country consumers’ brand attitudes after cross-border acquisitions

Host country consumers’ brand attitudes after cross-border acquisitions PurposeThis study aims to investigate factors impacting host country consumers’ attitudes toward acquirers’ corporate brands and target brands after cross-border acquisitions (CBAs).Design/methodology/approachSurveys were conducted with US consumers using two fictitious CBA scenarios in the automobile industry.FindingsConsumer ethnocentric tendencies (CETs) are negatively related to attitudes toward a CBA event; attitudes toward a CBA event are positively related to post-CBA attitudes toward the acquirer's corporate brand; brand-image fit is positively related to attitudes toward a CBA event, and post-CBA attitudes toward the acquirer's corporate brand and the target brand; post-CBA attitudes toward the acquirer's corporate brand and the target brand are positively related.Research limitations/implicationsThis study is limited in the sample, analysis approaches, context and factors examined. Future research could use more representative samples and both quantitative and qualitative methodologies; conduct more tests; examine real CBAs in different industries and countries; and investigate effects of other factors affecting attitudes toward the CBA event and post-CBA brand attitudes.Practical implicationsManagers should consider CETs and brand-image fit and strategically influence attitudes toward a CBA event and post-CBA brand attitudes.Originality/valueIt investigates the mediating effect of attitudes toward a CBA event on the relationship between CETs and post-CBA attitudes toward the acquirer's corporate brand and the effects of brand-image fit on attitudes toward a CBA event and post-CBA brand attitudes. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

Host country consumers’ brand attitudes after cross-border acquisitions

Loading next page...
 
/lp/emerald/host-country-consumers-brand-attitudes-after-cross-border-acquisitions-8DmXAeB9Sq
Publisher
Emerald Group Publishing Limited
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1061-0421
D.O.I.
10.1108/JPBM-06-2015-0909
Publisher site
See Article on Publisher Site

Abstract

PurposeThis study aims to investigate factors impacting host country consumers’ attitudes toward acquirers’ corporate brands and target brands after cross-border acquisitions (CBAs).Design/methodology/approachSurveys were conducted with US consumers using two fictitious CBA scenarios in the automobile industry.FindingsConsumer ethnocentric tendencies (CETs) are negatively related to attitudes toward a CBA event; attitudes toward a CBA event are positively related to post-CBA attitudes toward the acquirer's corporate brand; brand-image fit is positively related to attitudes toward a CBA event, and post-CBA attitudes toward the acquirer's corporate brand and the target brand; post-CBA attitudes toward the acquirer's corporate brand and the target brand are positively related.Research limitations/implicationsThis study is limited in the sample, analysis approaches, context and factors examined. Future research could use more representative samples and both quantitative and qualitative methodologies; conduct more tests; examine real CBAs in different industries and countries; and investigate effects of other factors affecting attitudes toward the CBA event and post-CBA brand attitudes.Practical implicationsManagers should consider CETs and brand-image fit and strategically influence attitudes toward a CBA event and post-CBA brand attitudes.Originality/valueIt investigates the mediating effect of attitudes toward a CBA event on the relationship between CETs and post-CBA attitudes toward the acquirer's corporate brand and the effects of brand-image fit on attitudes toward a CBA event and post-CBA brand attitudes.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: Sep 18, 2017

There are no references for this article.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 12 million articles from more than
10,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Unlimited reading

Read as many articles as you need. Full articles with original layout, charts and figures. Read online, from anywhere.

Stay up to date

Keep up with your field with Personalized Recommendations and Follow Journals to get automatic updates.

Organize your research

It’s easy to organize your research with our built-in tools.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve Freelancer

DeepDyve Pro

Price
FREE
$49/month

$360/year
Save searches from
Google Scholar,
PubMed
Create lists to
organize your research
Export lists, citations
Read DeepDyve articles
Abstract access only
Unlimited access to over
18 million full-text articles
Print
20 pages/month
PDF Discount
20% off