Biraglia, A orcid.org/0000-0002-1323-2586, Fuchs, C, Maira, E et al. (1 more author) (2022) When and Why Consumers React Negatively to Brand Acquisitions: A Values Authenticity Account. Journal of Marketing. 002224292211378-002224292211378. ISSN 0022-2429
Abstract
Brand acquisitions are a popular growth strategy. However, both anecdotal evidence and initial empirical evidence suggest that acquisitions can harm the acquired brand. This paper proposes and tests a theoretical framework that seeks to explain when and why consumers react negatively toward acquired brands. Across ten studies using different methods, research designs, product categories, and brands, we demonstrate that these negative brand reactions can be explained by the perceived loss of a brand’s unique values. Building on this values authenticity account, we document that the negative effect of acquisitions depends on the acquired brand’s values, brand age, leadership continuity, and the alignment between acquiring and acquired brands. Our findings offer important theoretical and managerial implications, helping managers predict and mitigate the negative effects of acquisitions for brands.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © American Marketing Association 2022. This is an author produced version of an article, published in Journal of Marketing. Uploaded in accordance with the publisher's self-archiving policy. |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 31 Oct 2022 13:18 |
Last Modified: | 07 Nov 2022 10:26 |
Status: | Published online |
Publisher: | SAGE Publications |
Identification Number: | 10.1177/00222429221137817 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:192651 |