品牌身份差异对品牌并购的影响研究

The Effect of Brand Identification on Merger and Acquisition

本土品牌吉利并购国际名车沃尔沃,引发了一场是"攀龙附凤"还是"惹火烧身"的争议;不同身份地位品牌之间的并购行为究竟会给企业带来怎样的影响呢?传统研究主要从企业绩效角度衡量企业在并购后的协同效应,关于并购对公司品牌影响的研究文献尚不多见。本研究从消费者视角探讨了品牌并购对原品牌公司综合形象和公司能力联想的影响,研究发现,品牌并购信息能够提升消费者对原品牌的公司能力联想但不一定能提高其公司综合形象;并购高形象(身份)的品牌比并购低形象(身份)的品牌更有利于提升原品牌的公司综合形象;多元化并购战略对母品牌公司能力联想的影响要小于强化并购。

The Chinese brand Geely acquiring international brand Volvo stirred up a hot debate： what was the MA＇s influence to the host brand？ A plenty of studies have discussed the synergy effect and performance change after the corporations＇ merger and acquisition,but little study concerns the MA＇s influence to corporate image.This paper explores the MA＇s influence to overall corporate image and corporate ability association from the consumer＇s perspective.It is shown that MA can improve consumers＇ corporate ability（CA） association,but can not significantly improve overall corporate image in most circumstances;to acquire high image brand is better than the low image brand;the diversify MA strategy has less influence than consolidation MA strategy on the consumers＇ CA association.