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Local Brands Being Merged by Foreign Brands Leads to Lower Brand Evaluation:The Moderate Effect of Independence

HUANG Yunhui,SHI JunqiDepartment of psychology,Peking University,Beijing 100871  
Using the example about "Coke merging Huiyaun",how mergers and acquisitions between foreign brands and local brands influence the evaluation of the target brand(i.e.,the local brand) is examined.The results show that emphasizing the mergers and acquisitions will decrease the brand attitude and shopping intention.Moreover,individuals' independence moderates the negative effect of the mergers.Only high independent individuals are affected by the mergers.This study extends the findings about how self-construals influence consumer behaviors and shows that when business behaviors are associated with the self,those behaviors consistent with people's self-construals are more welcome.
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