招爱还是致厌：并购条件下品牌真实性作用研究

王新新; 孔祥西; 姚鹏

doi:doi:10.16538/j.cnki.jsufe.2020.05.004

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上海财经大学学报

主编：刘元春

常务副主编：郑春荣

副主编：郭长林严金强王文斌吴文芳

ISSN：1009-0150

刊号： 31-1817/C

创刊于1999年10月，是面向国内外公开发行的高校综合交叉性学术期刊。

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招爱还是致厌：并购条件下品牌真实性作用研究

王新新1, 孔祥西1 Correspondence author

, 姚鹏2

作者单位信息

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上海财经大学学报 2020 年第 22 卷第 05 期, 页码：49 - 63 DOI:10.16538/j.cnki.jsufe.2020.05.004

出版日期：2020年10月20日

摘要

参考文献

摘要

越来越多国内企业通过“蛇吞象”式的方式并购国外品牌来完成其品牌形象的跃升。消费者对被并购品牌的态度是其消费行为的关键，喜好的消费者仍会保持对品牌的忠诚而继续购买，而厌恶的消费者则会转换品牌而流失。文章依托品牌真实性理论和传染理论构建了品牌真实性对品牌至爱、品牌厌恶、品牌信任、品牌忠诚和品牌转换的作用模型。研究结果表明，消费者对品牌真实性高的品牌会产生偏爱，进而信任该品牌并保持品牌忠诚，并购方品牌记忆起正向调节效应，而品牌真实性低的品牌容易招致消费者厌恶和品牌转换。相关结论不仅有助于企业理解并购后品牌真实性和被并购方品牌记忆对消费者态度和行为的影响，而且对并购后企业的管理决策有重要的参考价值。

关键词

并购; 品牌真实性; 品牌至爱; 品牌厌恶; 品牌记忆

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引用本文

王新新, 孔祥西, 姚鹏. 招爱还是致厌：并购条件下品牌真实性作用研究[J]. 上海财经大学学报, 2020, 22(5): 49-63.

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