关键词: 并购, 品牌评价, 独立自我倾向

Abstract: Usingthe 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 decreasethe 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 howself-construals influence consumer behaviors and shows that when business behaviors are associated withthe self, those behaviors consistent with people’s self-construals are more welcome.

Key words: mergers and acquisitions, brand evaluation, independent sel