| 跨国并购情境下东道国消费者对目标企业品牌态度研究——基于消费者民族中心主义视角 |
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| 引用本文： | 汪涛,崔楠,夏鸿儒.跨国并购情境下东道国消费者对目标企业品牌态度研究——基于消费者民族中心主义视角[J].中国地质大学学报(社会科学版),2012,12(4):66-74,140. |
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| 作者姓名： | 汪涛 崔楠 夏鸿儒 |
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| 作者单位： | 武汉大学经济与管理学院,湖北武汉,430072 |
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| 基金项目： | 教育部“新世纪优秀人才支持计划”(NCET-08-0422);国家自然科学基金项目“中国民族品牌跨国经营中的成功转化:制度理论的视角”(70972092)、“广告情境构建对广告效果的影响研究”(70902054);武汉大学人文社会科学“70后”学者学术团队建设计划“中国企业品牌国际化战略研究团队”;武汉大学“985工程”三期建设项目“中国经济发展与国际竞争力创新基地” |
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| 摘 要： | 跨国并购中目标企业的品牌价值受诸多因素的影响,其中一个重要的影响因素是东道国消费者的民族中心主义。本文基于消费者民族中心主义(CET)视角,结合影响品牌态度的相关因素,研究了东道国消费者民族中心主义对目标品牌态度的影响。研究结论表明,消费者民族中心主义对目标企业品牌态度有负向的影响,二者之间的影响关系受到消费者对主并企业的品牌信任和对跨国并购严重性认知的调节。根据研究发现,本文提出了相应的营销建议。
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| 关 键 词： | 跨国并购 消费者民族中心主义 品牌信任 严重性认知 品牌态度 |
Study on Host Country Consumers’ Brand Attitude toward the Target Firm in the Context of Cross-border M&A——Based on Consumer Ethnocentrism Perspective |
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| WANG Tao,CUI Nan and XIA Hong-ru.Study on Host Country Consumers’ Brand Attitude toward the Target Firm in the Context of Cross-border M&A——Based on Consumer Ethnocentrism Perspective[J].Journal of China University of Geosciences(Social Sciences Edition),2012,12(4):66-74,140. |
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| Authors: | WANG Tao CUI Nan and XIA Hong-ru |
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| Institution: | WANG Tao,CUI Nan and XIA Hong-ru |
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| Abstract: | During the cross-border Mergers & acquisitions process,there are numerous factors that affect the value of the target firm,and one important factor is host country consumer ethnocentrism(CET).This paper,based on consumer ethnocentrism perspective and in combination with factors influencing brand attitude,explores the host country consumers’ attitude toward the target firm’s brand.The results show that CET has significant negative influence on the brand attitude of the target firm and that the brand trust of the acquirer firm and the seriousness perceived by consumers for the cross-border M&A play a moderate role on CET force.Based on the findings,the paper gives the managerial implications for marketers. |
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