Research on the relationship of the weaker enterprises post-merger brand strategy and consumers’ purchase intention

Yao, Peng; Wang, Xinxin

doi:10.1108/jcmars-08-2018-0006

Cited by 4 publications

(5 citation statements)

References 28 publications

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“…Brand valuation post-merger acquires important characteristics when the acquirer company has a weaker brand compared to the targeted company. In a study in which the relationship between post-merger brand strategies was examined about customer intention to purchase, it was found that post-merger, if the acquiring company failed to convince the customers that the acquired brand's authenticity has been maintained, it led to a decline in purchase intention (Yao & Wang, 2018). Brand value post-merger suffers if the acquiring brand fails to evaluate the brand's essence and the customers believe the brand has lost its authenticity.…”

Section: Resultsmentioning

confidence: 99%

Brand Equity Valuation after Merger and Acquisition: A Review of Evidence

Ash¹

2023

JSSM

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Previous researchers have reviewed brand value, including during decision-making on mergers and acquisitions, but there is a lack of reviews in which brand valuation has been explored post-merger. The purpose of this review was to address this gap in the literature by presenting a synthesis of the literature on brand valuation post-merger across different industries. To conduct this review of literature, I used a modified systematic review method and conducted a descriptive analysis, utilizing existing literature to obtain evidence as well as to enhance current understanding. From the databases queried, I discovered several studies that met the criteria for inclusion. Findings showed that, while the importance of valuing brand equity in the merger and acquisition process has been noted, few studies focus on this process itself. Findings showed that brand valuation is affected by the merger and acquisition process, resulting in various brand value outcomes. Additionally, across different sectors, the impact of brand valuation on customers post-merger was similar. The findings of the review highlight the need for executives preparing for a future merger and acquisition to recognize that a successful merger requires accurate brand valuation both during the merger and acquisitions process and post-merger, in addition to effective strategies for integrating the targeted company's brand with the acquirer company.

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Section: Resultsmentioning

confidence: 99%

Brand Equity Valuation after Merger and Acquisition: A Review of Evidence

Ash¹

2023

JSSM

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“…The activity of merging two companies into one is a business strategy to maintain a position in market competition [49]. However, the merger scheme is not only a business strategy in administration but also in marketing [50,51]. Merger schemes can be a marketing strategy to attract customers' attention because of unusual movements in a well-known company.…”

Section: Customer Perceptions On Merger Scheme and Customer Self-congruencymentioning

confidence: 99%

“…According to [42], purchase intention can be increased by creating customer self-congruency on the products offered or the company's image. Merger and Acquisition (M&A) carried out by the company will impact the image and brand identity [51]. If consumers feel that the image of the merged company does not match their perception, then they tend not to buy [51].…”

Section: Customer Self-congruency and Purchase Intentionmentioning

confidence: 99%

“…Merger and Acquisition (M&A) carried out by the company will impact the image and brand identity [51]. If consumers feel that the image of the merged company does not match their perception, then they tend not to buy [51]. In line with [57] referring to the Self-congruity theory, the congruence of self-personality to the company's image significantly affects purchase intention.…”

Section: Customer Self-congruency and Purchase Intentionmentioning

confidence: 99%

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IS TWO ALWAYS BETTER THAN ONE? Customer Perception on the Merger of Startup Decacorn Companies

Putra

Windasari

Hindrawati

et al. 2021

Journal of Open Innovation: Technology, Market, and Complexity

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Recently, the two decacorn Startups in Indonesia decided to collaborate with a merger scheme and accumulate over 100 million monthly active users. The Merger triggers a new perception for customers and has an impact on the level of Brand Loyalty. However, no research examines how customer perception to mergers between the startup with decacorn status. Therefore, this study intends to fill this gap. Using the mix method approach, this study investigates how customer perception of startups’ mergers decacorn status and examines its effect on customer behavior. The findings revealed that customer self-congruency successfully mediates the research gap between customer perceptions on merger scheme (sig. 0.000 < 0.05, β = 0.575) and purchase intention (sig. 0.000 < 0.005, β = 0.390) by combining impulse buying strategies (sig. 0.003 < 0.05, β = 0.329). The paper contributes theoretically to the body of knowledge in the customer’s perception of the merging company. The study also gives new insight that customers’ perception of the Merger of two decacorn companies cannot guarantee that customers will be loyal to the company without connecting the customer self-congruency in each partner. It is recommended that the manager gain stimulus in building conformity of company image with customer perceptions that create self-congruency.

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“…We define self‐concept as the “completeness of the individual's opinions and feelings having reference to him or herself as an object” (Rosenzweig & Murray, 1938). The self–brand connection was perceived in past to current literature as a factor influencing the purchase of original brands (Amine, 1998; Escalas, 2004; Kumar, 2019; Yao, 2018). However, Cheng et al (2012) argue that consumers who highly or lower are connected to the brand cannot defend the failing brand if the self‐concept is compromised.…”

Section: Literature Reviewmentioning

confidence: 99%

Self‐brand connection and intention to purchase a counterfeit luxury brand in emerging economies

Chand

Fei

2020

J of Consumer Behaviour

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Only a few studies have examined the relationship between consumers' self–brand connection and the intention to purchase counterfeit luxury brands in emerging economies. The current research explores the decision taken by consumers who are self‐connected to a brand to purchase counterfeit luxury brands. A survey‐based study was conducted among potential counterfeit buyers in nine malls in three cities in China. A sample of shoppers who physically shop in malls (n = 1,230) was used to test the hypotheses by using the structural equation model. Conspicuous consumption and emotional attachment were examined as mediators between self–brand connection and intention to purchase a counterfeit luxury brand. Creatively, this research used perceived counterfeit detection to determine how important people reflect their decision to purchase counterfeit luxury brands. The study also tests the moderation effect of economic benefit in the relationship between self–brand connection and counterfeit luxury brand purchase. Results demonstrate that consumers who are eager to build their self‐concept may decide to purchase counterfeit luxury brands. The mediation results show that conspicuous consumption and emotional attachment mediate the relationship. Interestingly, because of the involvement of perceived counterfeit detection, the effect is greater than the effect before mediation. Moreover, the economic benefit was found to increase the desire for counterfeit luxury brand purchases in emerging markets. The implication for managers is to customize the marketing campaigns that match the environment where the problem persists in reducing the consumer desire on counterfeit luxury brands and enhance the desire for the original luxury brand.

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Research on the relationship of the weaker enterprises post-merger brand strategy and consumers’ purchase intention

Cited by 4 publications

References 28 publications

Brand Equity Valuation after Merger and Acquisition: A Review of Evidence

Brand Equity Valuation after Merger and Acquisition: A Review of Evidence

IS TWO ALWAYS BETTER THAN ONE? Customer Perception on the Merger of Startup Decacorn Companies

Self‐brand connection and intention to purchase a counterfeit luxury brand in emerging economies

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