了解客户并购后的意向和行为:家族企业品牌和并购企业以往声誉的作用

IF 3.6 Q2 MANAGEMENT
Sonia M.M. Strano, Isabel C. Botero, Tomasz A. Fediuk, Vincenzo Pisano
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引用次数: 0

摘要

目的 并购(M&As)对于企业及其消费者来说是一个关键时期。对公司而言,存在许多财务和非财务风险。对客户而言,则需要决定是否继续保持与前一家公司的关系。本文探讨了家族企业(FB)品牌的传播以及收购方之前的声誉在多大程度上影响了并购事件后客户的看法和意向。我们使用了一个 2(FB 品牌传播:是 vs. 否)乘以 3(声誉:正面、中性、负面)的受试者间实验,以检验 FB 品牌传播和收购方声誉如何影响感知的可信度和服务质量,以及这反过来又如何影响客户的购买意向。然而,收购公司之前的声誉对消费者的看法和购买意向有着至关重要的影响。它还加深了我们对 FB 品牌效应边界条件的理解,以及家族企业以前的声誉在并购情景中的相关性。最后,我们的研究将 "光环 "效应和 "魔术贴 "效应引入了家族企业文献。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Understanding customer’s post-M&A intentions and behaviors: the role of the family business brand and previous reputation of the acquiring firm

Purpose

Mergers and acquisitions (M&As) are a critical time for organizations and their consumers. For the company, there are many financial and non-financial risks. For customers, it requires deciding whether or not to continue the relationship that they had with the previous firm. This paper explores the extent to which communicating the family business (FB) brand, and the previous reputation of the acquirer affects customer perceptions and intentions after an M&A event.

Design/methodology/approach

Data for this study were collected from 159 Italian participants. We used a 2 (Communication of FB brand: Yes vs. No) by 3 (Reputation: positive, neutral, negative) between subjects’ experiment to test how the communication of the FB brand and the reputation of the acquirer affected perceived trustworthiness and service quality, and how this, in turn, influenced customer purchase intentions.

Findings

We find that communicating the FB brand does not influence consumer perceptions and intentions toward the acquired company. However, the previous reputation of the acquiring firm is critical in influencing consumer perceptions and intentions to buy.

Originality/value

Our study continues the growing research on M&A in family firms. It also increases our understanding of the boundary conditions of the FB brand effects, and the relevance that the previous reputation of a family firm can have in M&A scenarios. Finally, our study introduces the “Halo” and “Velcro” effects into the FB literature.

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来源期刊
CiteScore
5.50
自引率
33.30%
发文量
51
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