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首页> 外文会议>AMA Summer Educators Conference >REACTANCE VS. ACCEPTANCE: EMERGING MARKET CONSUMERS' PERCEPTIONS OF LOCAL BRANDS AFTER AN MNC'S ACQUISITION
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REACTANCE VS. ACCEPTANCE: EMERGING MARKET CONSUMERS' PERCEPTIONS OF LOCAL BRANDS AFTER AN MNC'S ACQUISITION

机译：电抗与验收：在MNC收购后，新兴市场消费者对当地品牌的看法

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摘要

Multinational companies frequently use acquisitions of local brands as a way to extend their brand portfolio in emerging markets or as a market entry strategy. However, to the authors' knowledge the marketing literature offers only little general advice on cross-border acquisitions in a developing country by a developed country brand. When considering both the sensitiveness of developing country consumers to foreign brands (Tian and Dong 2011) and the common practice of western/global companies to enrich their brand portfolios through local acquisitions, research in this field appears necessary. We make a first attempt to shed light into this field, by drawing on signaling theory, the resource-based view and the theory of consumer reactance. Using the hierarchical structural equation modeling approach, we analyze data from a study encompassing 36 consumer good brands in China.
机译：跨国公司经常利用当地品牌的收购作为在新兴市场或市场进入战略中扩展其品牌组合的一种方式。然而，对于提交人的知识，营销文学仅在发达国家品牌上只提供关于发展中国家跨境收购的一般建议。在考虑发展中国家消费者对外国品牌（Tian和Dong 2011）的敏感性以及西方/全球公司通过本地收购丰富其品牌组合的常见做法，在这一领域的研究似乎是必要的。通过绘制信号理论，基于资源的视图和消费者抵御理论，我们首次尝试阐明光线进入该领域。使用分层结构方程式建模方法，我们分析来自中国36个消费者良好品牌的研究中的数据。

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