2010 International Conference on Management Science &Amp; Engineering 17th Annual Conference Proceedings 2010
DOI: 10.1109/icmse.2010.5719783
|View full text |Cite
|
Sign up to set email alerts
|

The impact of brand acquisition on the focal brand equity: Based on consumers' viewpoint

Abstract: Based on the findings of trigger events research, prospect theory and emotional attachment theory, this article identifies three attributes of consumers' perception of brand acquisition (i.e. the type of acquisition, perceived fit and separation emotion) and applies an experiment to examine their effects on the brand acquisition. The result suggests that all of the three attributes impact the brand equity significantly and the brand equity declined when the participants perceived the brand acquisition. Specifi… Show more

Help me understand this report

Search citation statements

Order By: Relevance

Paper Sections

Select...

Citation Types

0
0
0

Publication Types

Select...

Relationship

0
0

Authors

Journals

citations
Cited by 0 publications
references
References 33 publications
0
0
0
Order By: Relevance

No citations

Set email alert for when this publication receives citations?