The Impact Of Country Of Origin Image On Consumer Brand Preferences In Mergers And Acquisitions

As economic globalization continues to deepen,the acquisition of local brands by multinational companies is showing an increasing trend.However,the rise of national protectionism poses great challenges to multinational companies in cross-border mergers and acquisitions.Therefore,how to deal with national protectionism and ensure the success of new multinational companies in cross-border mergers and acquisitions has become a very important issue.In this context,this study takes the acquisition of Hongzhuyuan,a Chinese local brand enterprise,by a Philippine enterprise as the research object,collects Chinese market data using a questionnaire survey,and conducts empirical research using structural equation modeling methods.The research results show that the image of the home country of the multinational enterprise acquiring the local enterprise has a significant positive impact on the perceived value of the acquired brand,and the perceived value of the acquired brand has a significant positive impact on the brand preference of the acquired brand.The perceived localness of the acquired brand has a significant moderating effect on the relationship between the image of the home country of the multinational enterprise acquiring the local enterprise and the perceived value of the acquired brand.This research not only expands the relevant fields of cross-border mergers and acquisitions research,but also provides valuable insights for Chinese market enterprises to expand their brands globally and further explore whether Chinese market enterprises should conceal or emphasize their home country in marketing and communication strategies.