A Consumer Theory of Acquisitions

Despite being a popular growth strategy, acquisitions can backfire in terms of consumer response. We show that attitudes towards the acquired firm can decrease substantially after an acquisition and propose identity loss of the acquired firm as the process driving this effect.



Citation:

Elisa Maira, Christoph Fuchs, and Stefano Puntoni (2016) ,"A Consumer Theory of Acquisitions", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 551-551.

Authors

Elisa Maira, Erasmus University Rotterdam, The Netherlands
Christoph Fuchs, TU Munich, Germany
Stefano Puntoni, Erasmus University Rotterdam, The Netherlands



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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