并购事件对被并购品牌的内隐和外显态度影响

采用自陈报告和内隐测验对消费者的外显和内隐态度进行测量,证明了强调"外国强势品牌并购本国弱势品牌"或者"本国弱势品牌并购外国强势品牌"的并购事件会使消费者对被并购品牌的内隐和外显态度都变得更加消极。

How Mergers Influence the Explicit and Implicit Attitude toward the Target Brands

Two experimental studies,with self-report questionnaires and implicit measures,demonstrate that reminding the participants about strong foreign brand merging weak indigenous brand or weak indigenous brand merging strong foreign brand would create negative implicit and explicit attitudes toward the brand being merged.Basing on these findings,some marketing strategies are put forward,and the value of GNAT in consumer research is emphasized.