TY  - JOUR
AB  - Purpose Building on the scant literature on cross-border acquisitions (CBAs) in the consumer perspective, the purpose of this paper is to investigate the impact of the acquirer’s cause-related marketing (CRM) on consumers’ repurchase intentions of the products of the post-acquisition target. In addition, the study aims at analyzing the moderating role of acquirer’s CRM on the relationship between corporate ability (CA) and country image (CI) on consumers’ repurchase intentions of the products of the post-acquisition target.Design/methodology/approach Drawing on a sample of Italian consumers (n=351), the authors examined the roles played by the acquirer’s CRM on consumer behaviour by considering an Italian target firm with a high reputation and comparing eight foreign acquiring firms with different combinations of CRM (poor/good), CA (poor/good) and CI (high/low).Findings The authors found that CRM, CA as well as CI have a significant impact on Italian consumers’ intention to repurchase the products of the post-acquisition target. Furthermore, it is shown that good CRM reduces the negative influence of a poor CA and a low CI on post-acquisition repurchase intentions and strengthen the positive influence, thus confirming the moderating role of CRM.Originality/value The research investigates, in the context of CBAs, the impact of the acquirer’s CRM on the host country consumers’ repurchase intentions after the CBA, which has not previously been examined. It can help managers to understand the conditions under which CBAs will be favourably evaluated.
VL  - 37
IS  - 4
SN  - 0265-1335
DO  - 10.1108/IMR-11-2018-0324
UR  - https://doi.org/10.1108/IMR-11-2018-0324
AU  - Matarazzo Michela
AU  - Resciniti Riccardo
AU  - Simonetti Biagio
PY  - 2019
Y1  - 2019/01/01
TI  - Cause-related marketing for successful cross-border post-acquisition performance
T2  - International Marketing Review
PB  - Emerald Publishing Limited
SP  - 695
EP  - 712
Y2  - 2024/05/11
ER  -