Why do consumers have negative reactions to acquired brands? A new Journal of Marketing study investigates.

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221137817

Read an in-depth recap of this research: https://www.ama.org/2022/11/22/do-acquisitions-harm-the-acquired-brand-identifying-conditions-that-reduce-the-negative-effect/

Reference: Alessandro Biraglia, Christoph Fuchs, Elisa Maira, and Stefano Puntoni, “When and Why Consumers React Negatively to Brand Acquisitions: A Values Authenticity Account,” Journal of Marketing, doi:10.1177/00222429221137817

Producer: Marissa Lambert

Narrator: Josephine Stein

Acknowledgments: Sushma Kambagowni

Topics: acquisitions, branding, brand values, values authenticity, authenticity, signaling theory, consumer reactions, consumer behavior

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.