Abstract: Using the case about“Coke merging Huiyuan”, the authors investigate how participants’interdependence and different types of self-activation interact and thus influence the participants’attitude toward the events that foreign brands merge local brands. The results show that emphasizing the mergers and acquisitions promotes more negative brand attitude toward local brands, but only for those that are highly interdependent and self-threaten or those that are lowly interdependent and self-affirmed. Self-affirmed customers with high interdependence and self-threaten customers with low independence do not have lower evaluation of Huiyuan because of the merger.

Key words: mergers and acquisitions, local brand, brand evaluation, interdependent self, self-activation

摘要： 以“可口可乐并购汇源”作为实验材料,考察个体互依自我的水平和自我激活的状态如何相互作用影响个体对于并购事件的态度。结果发现强调并购事件会导致人们对民族品牌的态度变得消极, 但是这种现象出现在拥有高互依 自我同时又受到自我威胁, 或者拥有低互依自我同时又得到自我肯定的个体中。那些拥有高互依自我同时得到自我肯定的被试, 以及那些拥有低互依自我同时受到自我威胁的被试, 并不因为并购事件而降低对于民族品牌的评价。

关键词: 并购, 民族品牌, 品牌态度, 互依自我, 自我激活