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Brand attitude change and acquisition attitude : an experimental study of U.S. consumers in an M&A setting

Gundersen, Guri Anne; Meyn, Madelaine
Master thesis
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URI
http://hdl.handle.net/11250/95048
Date
2014-02-12
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  • Master of Science [1116]
Abstract
Previous research on mergers and acquisitions (M&As) has mainly focused on

financial and strategic outcomes at the expense of marketing dimensions.

Although consumers play a critical role in the success of M&As, their perceptions

and responses to such activities have seldom been addressed, and the impact of

M&As on consumer attitude towards the brands has been overlooked. This current

research aims at providing managers better and useful insight concerning how

different well-known factors influence consumers’ reactions to M&As, and how

to implement an M&A process more successfully based on consumers’

perspectives. Specifically, this study examines how competence complementarity

between two outdoor sports and recreation brands involved in an M&A,

communicated acquisition motive, target brand ownership status, and naming

strategy will influence consumers’ attitudinal responses. More detailed, attitudinal

responses towards the bidder brand, target brand, and the acquisition. Two

experiments with between-subjects design were conducted to test the developed

hypotheses in the study. A total sample of 283 U.S. consumers participated, where

the aim was to gain a better understanding of their reactions. The findings

contribute to M&A and attitude literature by taking into account consumers’

evaluations. Results demonstrate that (1) competence complementarity,

communicated acquisition motive, and target brand ownership status have

significant effect on attitude change, and that acquisition attitude mediates these

variables, and (2) companies’ attempts to involve consumers in an M&A process

create more negative evaluations. The results indicate that consumers appreciate

honesty from companies with respect to acquisition motive. Thus, it is important

for managers to acknowledge customer related issues in M&A decisions.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2014

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