Abstract
Acquisition is one of the strategies often used by emerging firms to access global markets. However, we know little about how this strategy affects the consumers’ perceptions of their acquired brands. This limited understanding is critical because previous studies have shown that firms from emerging countries face the “liabilities of origin” which results in significant difficulties in penetrating local markets and accessing local resources compared with firms from developed countries. To fill this gap, by drawing on a consumer perspective, the present research investigates the distinctive domestic dynamics that are associated with brand redeployment following Chinese acquisitions of Made in Italy brands. By relying on a survey amongst Chinese consumers, this study will explore the impact of Chinese acquisitions on the country-of-origin effect of a luxury “Made in Italy” brand amongst Chinese consumers and its distinctive dynamics. Theoretical contributions as well as practical implications for global marketers are also addressed in the final section of the paper.
Original language | English |
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Title of host publication | Proceedings of the Academy of International Business 2020 |
Editors | Rebecca Piekkari, |
Place of Publication | United States |
Publisher | Michigan State University Press |
Pages | 1-37 |
Number of pages | 37 |
Publication status | Published - 2020 |
Event | Academy of International Business 2020 - Intercontinental Miami, Miami, United States Duration: 2 Jul 2020 → 6 Jul 2020 https://www.aib.world/events/2020-miami/ |
Publication series
Name | Proceedings of the Annual Meeting of the Academy of International Business |
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Publisher | AIB - Academy of International Business |
ISSN (Print) | 2078-4430 |
ISSN (Electronic) | 2078-0435 |
Conference
Conference | Academy of International Business 2020 |
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Abbreviated title | AIB 2020 |
Country/Territory | United States |
City | Miami |
Period | 2/07/20 → 6/07/20 |
Internet address |