Purpose

Mergers and acquisitions (M&As) are typical corporate strategies that provide hospitality business competitiveness. However, some recent evidence shows that when the merged and acquired (M&Aed) restaurants have strong local characteristics, consumers feel betrayed and perceive the M&As, legitimate business activities, as immoral actions. Building upon expectancy violation theory and moral foundation theory, this study aims to examine the moderating role of locavorism on the indirect effects of preexisting relationship quality on desire for avoidance and psychological loss through brand betrayal and moral judgment.

Design/methodology/approach

This study used the M&A of Whataburger chain restaurant as the scenario and recruited 399 Texas Whataburger consumers. A moderated mediation model was developed to examine the mechanisms through which preexisting relationship quality on negative responses to M&A of local restaurants.

Findings

The results showed preexisting relationship quality influences desire for avoidance and psychological loss negatively through brand betrayal and moral judgment. The indirect effects of relationship quality on the desire for avoidance and psychological loss become more accentuated among locavores.

Practical implications

The results implied that merging and acquiring (M&Aing) companies should closely monitor consumer dialogues to promptly respond to post-M&A uncertainties when M&Aed company has a strong local identity.

Originality/value

The unique contribution of this study is showing why consumers have extreme negative emotions and judgment of immorality when M&A decisions are made for local hospitality brands through the lens of brand betrayal and moral foundation theory. The results can help M&Aing companies mitigate consumers’ negative responses to M&A of local restaurants.

中文翻译：

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品牌背叛与道德判断：消费者对本土餐饮品牌并购的反应

目的

并购 (M&A) 是提供酒店业竞争力的典型企业战略。然而，最近的一些证据表明，当被兼并和收购（M&Aed）的餐厅具有强烈的地方特色时，消费者会感到被背叛，并将并购、合法的商业活动视为不道德的行为。基于期望违反理论和道德基础理论，本研究旨在通过品牌背叛和道德判断，检验地方主义对先前存在的关系质量对回避欲望和心理损失的间接影响的调节作用。

设计/方法/方法

本研究以并购 Whataburger 连锁餐厅为场景，招募了 399 名德州 Whataburger 消费者。开发了一个有调节的中介模型来检查预先存在的关系质量对当地餐馆并购的负面反应的机制。

发现

结果表明，先前存在的关系质量通过品牌背叛和道德判断对回避欲望和心理损失产生负面影响。关系质量对回避欲望和心理损失的间接影响在当地人中变得更加突出。

实际影响

结果表明，并购（M&A）公司应密切关注消费者对话，以在并购公司具有强烈的本地身份时及时应对并购后的不确定性。

原创性/价值

本研究的独特贡献在于，通过品牌背叛和道德基础理论的视角，在对本土酒店品牌进行并购决策时，为什么消费者会产生极端的负面情绪和不道德的判断。结果可以帮助并购公司减轻消费者对当地餐馆并购的负面反应。