國際購併組合及品牌名稱對消費者態度之影響－以銀行業為例

The Influences of International Merger & Acquisition and Brand Name on Consumer Attitude - The case of Banking Industry

10.6504/JOM.2003.20.06.03

邱志聖(Jyh-Shen Chiou)；謝佳宏(Chia-Hung Hsieh)；葉相億(Hsiang-I Yeh)

國際購併 ； 品牌名稱 ； 消費者態度 ； International Merger and Acquisition ； Brand name ； Consumer Attitude

管理學報

20卷6期（2003 / 12 / 01）

1123 - 1158

繁體中文

本研究主要探討當外國企業購併本國企業時，外國公司與本國公司的整體評價，以及購併後所使用的公司名稱對消費者態度有何影響。本研究採用實驗方法，且以銀行業為例。研究結果發現，在假設其它情況不變之下，就購併組合的主效果而言，不同的購併組合對消費者態度會有不同的影響。不過就公司名稱的主效果而言，不同的公司名稱對消費者態度則無顯著影響。另外，實驗結果也證實，購併組合對消費者態度的影響，會因購併後使用外國公司名稱或繼續保留本國公司名稱的不同而有所不同。同時購併後使用外國公司名稱或繼續保留本國公司名稱，對消費者態度的影響也會因購併組合方式的不同而有所不同。

A 4 x 2 experiment was conducted to explore the effects of different M&A combinations between foreign and domestic banks (with low or high brand images) and different brand name strategies (using domestic or foreign brand name) on consumers’ overall attitudes toward the new banks. The results showed that other things being equal, the main effects of M&A combinations between foreign and domestic banks were significant, while the main effects of using domestic or foreign brand name were not. The interaction effects of different M&A combinations on consumers’ attitudes toward the new bank were moderated by brand name strategies. Similarly, the effects between different M&A combinations and brand lame strategies showed that the effects of brand name strategies on consumers’ attitudes toward the new bank were moderated by different M&A combinations.

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