中文摘要：

人们习惯认为，企业应通过“示强”——“凸显自己优势”的方式来赢得消费者青睐。然而，众多国际知名企业却通过“示弱”的营销思维赢得全球“粉丝”（如苹果等）。虽然美国学术界已证实“示弱营销”更能赢得消费者情感认同．但国内理论界尚未关注“示弱营销”的价值。本文在国内率先对“示弱营销”进行实证研究．以国际市场“蛇吞象”并购为背景，探索“示弱”品牌传记是否能减弱“蛇吞象”中对“强”品牌的负面影响以及其机制。结果表明：当弱品牌不采用“示弱”品牌传记时，消费者对强品牌的购买意愿下降：当弱品牌采用“示弱”品牌传记时，相比“示强”品牌传记，消费者对弱品牌的情感认同更高．对强品牌购买意愿下降得更少：品牌传记与强品牌购买意愿之间的关系经过消费者对“弱”品牌的情感认同发挥影响。论文最后讨论了本文结论对新兴国家企业在借“示弱营销”建立品牌情感，以及并购后品牌管理、品牌传播等方面的营销战略借鉴。

英文摘要：

It was believed that showing the advantages of company was a good way to win the praise of consumers. However, many international brands attract numerous consumers through showing their disadvantage （e.g. Apple）. Although American academic have confirmed that showing disadvantage of company ＂underdog marketing＂ was a better way to win consumers＇ recognition, domestic academic have not found its valuation. This study introduce the concept of ＂underdog marketing ＂ into local research domain firstly, and explore the effect of underdog biography on purchase intention toward the acquired brand after inferior-to-superior cross-border M＆A and its intervening mechanism. The result show that： ①When underdog brand biography of the acquirer brand is absent, consumers have less purchase intention toward product of the acquired brand after M＆A; ②Consumers have high identification and high purchase intention for condition; ③The effect of brand biography on purchase acquirer brand. This research provides theoretical and countries to bring about emotion branding and how they product of the acquired brand under underdog（vs, top dog） intention is mediated by consumer identification toward the strategic implications for how the corporation of emerging diminish negative influence after M＆A.