管理学报
管理學報
관이학보
Chinese JOurnal of Management
2011年
1期
103~110
,共null页
并购 内隐态度 Go/No Go联想测验 品牌态度
併購 內隱態度 Go/No Go聯想測驗 品牌態度
병구 내은태도 Go/No Go련상측험 품패태도
mergers; implicit attitude; Go/No Go association test; brand attitude
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。
採用自陳報告和內隱測驗對消費者的外顯和內隱態度進行測量,證明瞭彊調＂外國彊勢品牌併購本國弱勢品牌＂或者＂本國弱勢品牌併購外國彊勢品牌＂的併購事件會使消費者對被併購品牌的內隱和外顯態度都變得更加消極。
채용자진보고화내은측험대소비자적외현화내은태도진행측량,증명료강조＂외국강세품패병구본국약세품패＂혹자＂본국약세품패병구외국강세품패＂적병구사건회사소비자대피병구품패적내은화외현태도도변득경가소겁。
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.
