EFFECT OF COMPLEMENTARY PRODUCT FIT AND BRAND AWARENESS ON BRAND ATTITUDE AFTER M&AS: WORD OF MOUTH AS A MODERATOR

Hsiang-Ming Lee, Tsai Chen, Ya-Hui Hsu and Yu-Chi Wu

Global Journal of Business Research, 2018, vol. 12, issue 1, 51-67

Abstract: The main purpose of this study was to examine how complementary product fit and awareness influence brand attitude after Mergers and acquisitions (M&As). The study also examined the moderating effect of word of mouth. A survey was conducted with 411 respondents (162 males and 249 females), who completed a questionnaire in Chinese. The results indicated that brand awareness had a positive influence on brand attitude. Regarding the product fit effect, the product fit did not show any significant effect on brand attitude. The results also indicated that WOM had a significant influence on product fit and brand awareness. A few studies have evaluated the effect of brand awareness, product fit and WOM on brand attitude after M&A. The contribution of this research is to help managers understand the potential effects of brand awareness and WOM on the acquirer’s image

Keywords: Complementary Product Fit; Brand Awareness; Mouth of Mouth; M&As (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2018
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