Fusions et acquisitions. Réactions des consommateurs au redéploiement des marques

Christian Derbaix, Ingrid Poncin, Maud Derbaix, Alice Naglieri and Arlène Derbaix

Revue française de gestion, 2017, vol. N° 268, issue 7, 97-132

Abstract: This article is about the reactions of the stakeholders and especially the consumers to corporate brand redeployments. The first part of the article proposes a state-of-the-art review of the marketing literature devoted to brand redeployments after mergers and acquisitions, their causes and consequences and most of all the illustration and comparison of the main typologies. After this first contribution, four cases of M&A are analyzed through two press reviews, interviews of involved managers and, most of all, interviews of consumers. Within the framework of the psychological reactance theory, consumers? responses to corporate brand redeployments, especially new name and logo design, are assessed. A tentative comparison with the possible reactance of the target firms? employees is proposed. Managerial implications and research avenues are underlined.

Date: 2017
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