Consumers' Reactions to Acquisitions of Socially Responsible Companies

This study investigates whether and how consumers react towards the trend of socially responsible companies’ acquisitions by multinational companies. We focus on consumer-company identification as an outcome of such acquisitions and we propose three main drivers: (1) the corporate social responsibility (CSR) profiles of the two companies, (2) consumers’ attributions regarding the companies’ CSR policies, and (3) consumers’ Social Value Orientation (SVO). First, our results suggest that different consumers react differently to acquisitions. Second, companies with low CSR image could strengthen consumer affiliations by acquiring a socially responsible company and promote intrinsic motives (via communication). Finally, acquired companies can strengthen consumer relationships only by promoting intrinsic attributions (via communication) and positioning themselves as truly socially responsible.



Citation:

Eleni Zoi Papavasileiou, Scott D. Swain, and C.B. Bhattacharya (2008) ,"Consumers' Reactions to Acquisitions of Socially Responsible Companies", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 1015-1016.

Authors

Eleni Zoi Papavasileiou, Boston University
Scott D. Swain, Boston University
C.B. Bhattacharya, Boston University



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

Thank You = Trust Me: When Gratitude Expressions Help Promote New Products

Maria Ng, University of Houston, USA
Dejun Tony Kong, University of Houston, USA
Vanessa Patrick, University of Houston, USA

Read More

Featured

Finding Happiness in Meaning and Meaning in Happiness: Where, When, and For Whom Happiness and Meaning Converge

Rhia Catapano, Stanford University, USA
Jordi Quoidbach, ESADE Business School, Spain
Cassie Mogilner, University of California Los Angeles, USA
Jennifer Aaker, Stanford University, USA

Read More

Featured

J3. You Think I’m Yours but, Trust Me, I’m Not: How Consumers Value Dogs and Cats

Colleen Patricia Kirk, New York Institute of Technology
Samantha Renee Kirk, Boston College, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.