| 跨国并购对本土品牌国际化形象的提升效应 |
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| 引用本文： | 王晓玉,汪俊.跨国并购对本土品牌国际化形象的提升效应[J].软科学,2017(6):129-133. |
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| 作者姓名： | 王晓玉 汪俊 |
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| 作者单位： | 上海财经大学国际工商管理学院,上海,200433 |
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| 基金项目： | 国家自然科学基金项目(71272014) |
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| 摘 要： | 以信息整合理论为基础,验证了一个跨国并购对本土品牌国际化形象提升效应的模型.发现本土品牌跨国并购对其国际化形象的提升效应来自三方面:一是本土品牌并购前国际化形象的迁移效应;二是被并购方品牌并购前国际化形象的迁移效应;三是消费者对并购事件态度的溢出效应.研究还发现与被并购方品牌相比,本土品牌并购前的国际化形象有更强的迁移效应,这种迁移效应受消费者民族中心主义的负向调节.
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| 关 键 词： | 跨国并购 品牌形象 国际化形象 提升效应 |
The Enhancing Effect of Transnational Merger and Acquisition on Merger Brand`s International Image |
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| WANG Xiao-yu,WANG Jun.The Enhancing Effect of Transnational Merger and Acquisition on Merger Brand`s International Image[J].Soft Science,2017(6):129-133. |
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| Authors: | WANG Xiao-yu WANG Jun |
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| Abstract: | Based on information integration theory, this paper tests the enhancing effect of transnational M&A on merger brand`s international image.It finds that the merger brand`s international image is influenced by its international image before M&A, the merged brand`s international image before M&A, and consumers` attitude toward the M&A event.Additionally, it finds the merger brand`s international image before M&A has more influence than the merged brand.Consumer`s ethnocentrism has a negative moderating effect on the relationship between the merger brand`s international image before M&A and after M&A. |
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| Keywords: | transnational merger and acquisition brand image international image enhancing effect |
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