并购事件对被并购品牌的内隐和外显态度影响  

How Mergers Influence the Explicit and Implicit Attitude toward the Target Brands

作　　者：黄韫慧[1] 施俊琦[1] 

机构地区：[1]北京大学心理学系

出　　处：《管理学报》2011年第1期103-110,共8页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(70602006)

摘　　要：采用自陈报告和内隐测验对消费者的外显和内隐态度进行测量,证明了强调"外国强势品牌并购本国弱势品牌"或者"本国弱势品牌并购外国强势品牌"的并购事件会使消费者对被并购品牌的内隐和外显态度都变得更加消极。Two experimental studies,with self-report questionnaires and implicit measures,demonstrate that reminding the participants about ＂strong foreign brand merging weak indigenous brand＂ or ＂weak indigenous brand merging strong foreign brand＂ would create negative implicit and explicit attitudes toward the brand being merged.Basing on these findings,some marketing strategies are put forward,and the value of GNAT in consumer research is emphasized.

关 键 词：并购 内隐态度 Go/No Go联想测验 品牌态度 

分 类 号：C93[经济管理—管理学]