目前关于跨国品牌并购的研究很多,但是大多集中在并购效应对企业的财务、整体

绩效方面的影响,或者并购后的两个品牌整合形式研究方面。对于并购后的消费者品牌

态度变化的研究则大部分集中在并购后消费者对强势品牌的态度变化上,而对于并购模

式(强并弱或者弱并强)对消费者关于主并品牌的态度影响研究不多。因此本文尝试从

并购模式对消费者在并购后对母公司品牌态度影响的调节作用的角度来进行研究,并着

重研究了 “弱/强”式的并购模式对消费者关于主并品牌态度影响的调节作用。

本文,釆用文献查阅和实证研究相结合的方法,以并购模式为调节变量、消费者对

主并品牌态度为应变量,品牌信任、感知质量、国货意识三个因素为自变量,研究品牌

跨国并购模式对消费者品牌态度影响上的调节作用。本文创新性的研究了并购模式作为

调节变量对消费者品牌态度的影响作用,丰富了对“弱并强”跨国并购后消费者品牌态

度的研究。并且,得出了 “弱并强”式的跨国并购模式对消费者品牌态度的调节作用在

品牌信任和国货意识两点上较“强并弱”式更加有效的结论。

关键词:跨国并购;品牌态度;品牌信任;感知质量;国货意识;

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华东理工大学硕士学位论文

An Investigation on the Moderating Effect of theCross-Border M&AMode

to the Consumers' Attitude towards the Parent Brand

Abstract

Currently, a lot of researches are done on the mergers and acquisitions of multinational

brands, but mostly are concentrated on the M&A effect of the corporate finance and overall

performance, or integration mode of two brands after M&A. Research on consumers' brand

attitude change after M&A are mostly concentrated on the change of consumers' attitude

towards strong brand after M&A, while there are not too much studies on M&A mode's

(strong and weak or weak and strong) impact to consumers' attitude towards the parent brand.

Therefore, this article attempts to study in the view of M&A mode's moderating effect to the

customers' attitude towards parent brand after M&A, in which the author emphasis the study

on the moderating effect that “weak and strong type of M&A mode brings to influence

consumer's attitude towards the parent brand.

In this paper,literature review and empirical research methods were applied. By setting

the form of mergers and acquisitions moderator; brand attitude of the consumers toward

mother brand as the dependent variable; brand trust, perceived quality, domestics

consciousness three factors as independent variables, studied the moderate effect of brand

cross-border M&A mode towards consumers' brand attitudes.This paper innovatively studied

the form of mergers and acquisitions as the moderator to influence on consumer brand

attitudes, which enriches the research onconsumer brand attitude afterMweak and strong

cross-border mergers and acquisitions. And, come to the conclusion that the moderating

effects of ”weak and strong type of cross-border M&A mode is stronger than ” strong and

weak” type on consumer brand attitudes through brand trust and national-brand consciousness

factors.This will be a good reference for the enterprise to make choices on merger mode and

marketing solutions.

Keywords: cross border M&A; brand attitude; brand trust; perceived quality; national-brand

consciousness.