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Effect Of Complementary Product Fit And Brand Awareness On Brand Attitude After M&As: Word Of Mouth As A Moderator

Author

Listed:
  • Hsiang-Ming Lee
  • Tsai Chen
  • Ya-Hui Hsu
  • Yu-Chi Wu

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

Suggested Citation

  • Hsiang-Ming Lee & Tsai Chen & Ya-Hui Hsu & Yu-Chi Wu, 2018. "Effect Of Complementary Product Fit And Brand Awareness On Brand Attitude After M&As: Word Of Mouth As A Moderator," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 12(1), pages 51-67.
    • Handle: RePEc:ibf:gjbres:v:12:y:2018:i:1:p:51-67
    as

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    References listed on IDEAS

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    More about this item

    Keywords

    Complementary Product Fit; Brand Awareness; Mouth of Mouth; M&As;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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