 Effects of mergers and acquisitions on brand loyalty in luxury Brands: The moderating roles of luxury tier difference and social mediaYerim Chung and Alex Jiyoung Kim Journal of Business Research, 2020, vol. 120, issue C, 434-442 Abstract: This study examines the effects of the perceived evaluation of mergers and acquisitions (M&As) on the brand loyalty of consumers toward the acquired brand, the moderating effects of luxury tier differences, and the media used for delivering the M&A news. Our results reveal that the evaluation of M&As has a positive relationship with perceived brand beliefs and luxury values, and consequently on brand loyalty. The moderating effect of luxury tier differences on the relationship between M&A evaluation and perceived values is stronger when the acquiring brand is from a lower luxury tier. However, the moderating effect on the relationship between perceived values and brand loyalty is stronger when the acquiring brand is from a higher luxury tier. Social media has different moderating effects than traditional media. Our study provides useful insights into luxury brand M&As for both academics and practitioners. Keywords: Luxury brand; Mergers and acquisitions; Luxury tier difference; Social media; Brand loyalty; Brand communication (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:120:y:2020:i:c:p:434-442 DOI: 10.1016/j.jbusres.2019.11.030 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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