Corporate Syntheses: Consumers' Role in Mergers and Acquisitions

The classical finance-based view of Mergers and Acquisitions (M&As) pays attention to financial factors. But, “Who’s thinking about customers and critically-the brands? At the moment no one (Basu, 2002).” This paper investigates consumers’ reactions to M&As and suggests two key factors: degree to which the two corporate images match, and naming strategy. The more (less) the two corporate images match, the more consumers prefer companies to operate under a combined (separate) name. Following the “losses loom larger than gains” rule, consumers are more likely to support the separate naming strategy in the low matching case than the combined naming strategy in the high matching case. Managers should first understand consumers’ perceptions of the “matching” between the two corporate images and choose the naming strategy accordingly.


Eleni-Zoi Papavasileiou (2009) ,"Corporate Syntheses: Consumers' Role in Mergers and Acquisitions", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 1054-1055.


Eleni-Zoi Papavasileiou, Boston University, USA


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


Two-By-Two: Categorical Thinking About Continuous Bivariate Data

Bart de Langhe, ESADE Business School, Spain
Philip M. Fernbach, University of Colorado, USA
Julie Schiro, University College Dublin

Read More


Is Warm Always Trusting? The Effect of Seasonality on Trustworthiness

Gretchen Wilroy, Pennsylvania State University, USA
Margaret Meloy, Pennsylvania State University, USA
Simon Blanchard, Georgetown University, USA

Read More


H6. The Influence of Anthropomorphized Service Toolkit on Consumer Satisfaction in Service Coproduction

Rocky Peng Chen, Hong Kong Baptist University
Kimmy Chan, Hong Kong Baptist University

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.