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

摘要： 以“可口可乐并购汇源”为例进行实验, 考察外国品牌并购中国品牌对于被并购品牌的评价的影响。结果发现, 强调“可口可乐收购汇源”这样一件并购事件(相比较于不强调该并购事件), 会导致消费者降低对汇源的正性品牌态度和购买意向。另外消费者的独立 自我倾向调节了上述关系, 并购事件的消极影响只在高独立自我的个体中出现。该研究扩展了有关自我建构方式影响消费者行为的研究, 说明在企业行为与自我相联系时, 与自我建构倾向相一致的企业行为更受消费者推崇。

关键词: 并购, 品牌评价, 独立自我倾向