An Integrative View on Target-Brand Customers’ Reactions to Different M&A Brand-Name Strategies

Anja Spilski, Saarland University, Germany
Andrea Groeppel-Klein, Saarland University, Germany
The paper analyzes consumer reactions to different brand-name strategies that companies can employ following Mergers & Acquisitions (M&A). Using SEM, we found support for indirect effects on target-brand consumers’ switching intentions including uncertainty, brand clarity, and reactance as mediators. Furthermore, we show premerger acquirer brand valence to moderate the effects.
[ to cite ]:
Anja Spilski and Andrea Groeppel-Klein (2015) ,"An Integrative View on Target-Brand Customers’ Reactions to Different M&A Brand-Name Strategies", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 694-695.