000			02115cam a2200217 4500500
005			20250123150420.0
041			_afre
042			_adc
100	1	0	_aDerbaix, Christian _eauthor
700	1	0	_a Poncin, Ingrid _eauthor
700	1	0	_a Derbaix, Maud _eauthor
700	1	0	_a Naglieri, Alice _eauthor
700	1	0	_a Derbaix, Arlène _eauthor
245	0	0	_aFusions et acquisitions
260			_c2018.
500			_a53
520			_aCet article1 observe les réactions des consommateurs face au redéploiement des marques issu des fusions et acquisitions. Après une revue de la littérature qui se veut exhaustive, la contribution majeure de ce travail est de traiter quatre cas de F&A en réalisant deux revues de presse, des entretiens avec des responsables des organisations impliquées et surtout en donnant la parole aux consommateurs afin de cerner leurs réactions. La théorie de la réactance psychologique est mobilisée afin d’interpréter les réactions des consommateurs aux redéploiements des marques.
520			_aThis article is about the reactions of the stakeholders and especially the consumers to corporate brand redeployments. The first part of the article proposes a state-of-the-art review of the marketing literature devoted to brand redeployments after mergers and acquisitions, their causes and consequences and most of all the illustration and comparison of the main typologies. After this first contribution, four cases of M&A are analyzed through two press reviews, interviews of involved managers and, most of all, interviews of consumers. Within the framework of the psychological reactance theory, consumers’ responses to corporate brand redeployments, especially new name and logo design, are assessed. A tentative comparison with the possible reactance of the target firms’ employees is proposed. Managerial implications and research avenues are underlined.
786	0		_nRevue française de gestion | 268 | 7 | 2018-02-01 | p. 97-132 | 0338-4551
856	4	1	_uhttps://shs.cairn.info/revue-francaise-de-gestion-2017-7-page-97?lang=fr&redirect-ssocas=7080
999			_c854365 _d854365