Title

Consumer Evaluations of Corporate Brand Deployments

Publication Type

Journal Article

Publication Date

3-2006

Abstract

There has been little attention paid to the management of corporate brand names as part of the merger and acquisition process. As an initial step towards developing a better understanding of this brand redeployment decision the authors consider the reactions of one important stakeholder group-consumers-to alternative strategies. Specifically, the authors discuss the importance of the corporate branding decision in the M&A process and present a typology of alternative redeployment strategies as well as an exploratory study examining reactions to different postmerger branding strategies. The authors find evidence that the brand equity related to corporate brands is often decreased as a result of M&A activities and that individuals react differently to mergers employing different redeployment strategies. These results emphasize the need for firms to evaluate the corporate branding component of M&A activities as part of the process of managing corporate brands and should generate interest and research in this managerially relevant area.

Keywords

brand redeployments, merger and acquisitions, consumer evaluations, corporate brand name changes

Discipline

Business | Marketing

Research Areas

Marketing

Publication

Journal of the Academy of Marketing Science

Volume

34

Issue

2

First Page

206

Last Page

215

ISSN

0092-0703

Identifier

10.1177/0092070305284989

Publisher

Springer Verlag

Additional URL

http://dx.doi.org/10.1177/0092070305284989