Why consumers develop negative reactions towards acquired brand

Researchers from University of Leeds, University of Vienna, and University of Pennsylvania published a new Journal of Marketing article that examines why consumers develop negative reactions towards acquired brands and explains conditions that attenuate that negative effect. The study, forthcoming in the Journal of Marketing, is titled “When and Why Consumers React Negatively to Brand Acquisitions: A Values Authenticity Account” and is Read more about Why consumers develop negative reactions towards acquired brand[…]