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Do Acquisitions Harm the Acquired Brand? Identifying Conditions that Reduce the Negative Effect
FromThe JM Buzz
Do Acquisitions Harm the Acquired Brand? Identifying Conditions that Reduce the Negative Effect
FromThe JM Buzz
ratings:
Length:
3 minutes
Released:
Jan 12, 2023
Format:
Podcast episode
Description
Why do consumers have negative reactions to acquired brands? A new Journal of Marketing study investigates.
Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221137817
Read an in-depth recap of this research: https://www.ama.org/2022/11/22/do-acquisitions-harm-the-acquired-brand-identifying-conditions-that-reduce-the-negative-effect/
Reference: Alessandro Biraglia, Christoph Fuchs, Elisa Maira, and Stefano Puntoni, “When and Why Consumers React Negatively to Brand Acquisitions: A Values Authenticity Account,” Journal of Marketing, doi:10.1177/00222429221137817
Producer: Marissa Lambert
Narrator: Josephine Stein
Acknowledgments: Sushma Kambagowni
Topics: acquisitions, branding, brand values, values authenticity, authenticity, signaling theory, consumer reactions, consumer behavior
The JM Buzz is a production of the Journal of Marketing and is produced by University FM.
Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221137817
Read an in-depth recap of this research: https://www.ama.org/2022/11/22/do-acquisitions-harm-the-acquired-brand-identifying-conditions-that-reduce-the-negative-effect/
Reference: Alessandro Biraglia, Christoph Fuchs, Elisa Maira, and Stefano Puntoni, “When and Why Consumers React Negatively to Brand Acquisitions: A Values Authenticity Account,” Journal of Marketing, doi:10.1177/00222429221137817
Producer: Marissa Lambert
Narrator: Josephine Stein
Acknowledgments: Sushma Kambagowni
Topics: acquisitions, branding, brand values, values authenticity, authenticity, signaling theory, consumer reactions, consumer behavior
The JM Buzz is a production of the Journal of Marketing and is produced by University FM.
Released:
Jan 12, 2023
Format:
Podcast episode
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