When and Why Consumers React Negatively to Brand Acquisitions

Autor(en)
Alessandro Biraglia, Christoph Fuchs, Elisa Maira, Stefano Puntoni
Abstrakt

Brand acquisitions are a popular growth strategy. However, both anecdotal evidence and initial empirical evidence suggest that acquisitions can harm the acquired brand. This article proposes and tests a theoretical framework that aims to explain when and why consumers react negatively to acquired brands. Across ten studies using different methods, research designs, product categories, and brands, the authors demonstrate that these negative brand reactions can be explained by the perceived loss of a brand's unique values. Building on this values authenticity account, they document that the negative effect of acquisitions depends on the acquired brand's values, brand age, leadership continuity, and the alignment between acquiring and acquired brands. The findings offer important theoretical and managerial implications, helping managers predict and mitigate the negative effects of acquisitions for brands.

Organisation(en)
Institut für Marketing und International Business
Externe Organisation(en)
University of Leeds, Erasmus University Rotterdam
Journal
Journal of Marketing
Band
87
Seiten
601-617
Anzahl der Seiten
17
ISSN
0022-2429
DOI
https://doi.org/10.1177/00222429221137817
Publikationsdatum
10-2022
Peer-reviewed
Ja
ÖFOS 2012
502019 Marketing
Schlagwörter
ASJC Scopus Sachgebiete
Marketing, Business and International Management
Link zum Portal
https://ucris.univie.ac.at/portal/de/publications/when-and-why-consumers-react-negatively-to-brand-acquisitions(d2271556-a531-4ffe-bac4-b8391198fbb3).html