目前,众多弱势品牌通过并购强势品牌加快其全球化的进程,然而这种“蛇吞象”式的并购却造成了消费者的大量流失。本文通过多个实验研究了并购后品牌战略、品牌真实性与消费者购买意向之间的相互关系。结果表明,并购后消费者购买意向下降主要是由品牌真实性的下降引起的,并购后不同品牌战略对品牌真实性和消费者购买意向影响有显著差异,消费者自我一品牌联系的高低对并购后的品牌真实性和购买意向有显著的调节作用。 At present, many disadvantaged brands accelerate their globalization through the acquisition of strong brands. However, such “snake-like” mergers and acquisitions have caused massive loss of consumers. This paper studies the relationship between brand strategy, brand authenticity and consumers’ purchase intention after M & A through several experiments. The results show that the declining purchase intention of consumers after M & A is mainly caused by the decline of brand authenticity. After the merger, the effect of different brand strategies on brand authenticity and consumers’ purchase intention is significantly different. The relationship between consumer self-brand and M & A After the authenticity of the brand and purchase intention have a significant regulatory role.