跨国品牌并购对消费者评价的影响研究

been known as the world manufacturing factory. As the simple manufacturing production capacity has been widely recognized brand, acquisition of these products also may be more easily accepted. In addition, people hold different views about the M & A. Some people may be satisfied and have national pride for China's enterprises have the ability to take internationally renowned brands as their own, which resulted in identifying with the target brand and corporate, even improve the brand evaluation. While some people may adhere to the "rational consumption" concept, their evaluations for this acquisition are more based on the objective factors such as corporate strength.
 Based on the two points, this paper will take these factors into account, and use experimental method to discover how these two factors play a role in consumers’ evaluation with transnational brand acquisition. The empirical data revealed that when the consumer involvement is used to classify the products, are involved in the transnational brand acquisition, into two types, the impact of acquisition on consumers’ evaluation has significant difference. For low involvement products, when the well-known international brands are merged by domestic enterprises, the consumers’ brand attitudes have declined significantly, whereas the purchase intentions have not; for high involvement products, both consumers’ brand attitudes and purchase intentions have declined significantly. In addition, this paper also finds when the high involvement product is involved in the acquisition, even if consumers have strong native goods consciousness, they do not hold higher evaluation to merged-brand than those who have weak native goods consciousness; while the low involvement product is just the opposite.

目  录

第一章 绪论 1
第一节 研究背景 1
第二节 研究目的和意义 2
 一、研究目的 2
 二、研究意义 3
第三节 研究方法 3
第四节 研究内容与框架 4
 一、研究内容 4
 二、研究框架 5
第二章 文献综述 6
第一节 并购的概念 6
第二节 跨国并购的相关研究 7
第三节 消费者品牌评价的相关概念 10
 一、品牌态度的定义 10
 二、购买意向的定义 12
第四节 现有研究的不足 13
第三章 研究模型与假设 15
第一节 研究模型 15
第二节 操作性定义 15
第三节 研究假设 17
第四章 研究设计与预测试 20
第一节 实验设计 20
 一、深度访谈 20
 二、实验分组 20
 三、样本抽样 22
第二节&n