Brand mergers: examining consumers' responses to name and logo design

Autor: César Machado, Joana, Vacas‐de‐Carvalho, Leonor, Costa, Patrício, Lencastre, Paulo

Publikováno v: Journal of Product & Brand Management, 2012, Vol. 21, Issue 6, pp. 418-427.

Externí odkaz: http://www.emeraldinsight.com/doi/10.1108/10610421211264900

Brand mergers: How attitudes influence consumer identity preferences

Autor: César - Machado, Joana, Vacas-de-Carvalho, Leonor, Lencastre, Paulo, Díonisio, Pedro

Publikováno v: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Agência para a Sociedade do Conhecimento (UMIC)-FCT-Sociedade da Informação
instacron:RCAAP

In the context of a merger, management of corporate brand names and logos assumes a critical role. The purpose of this paper is to provide a better understanding of the corporate brand redeployment decision. This study analyses how consumers’ attit

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=dedup_wf_001::1b9d59e1c3e465297f9194f10c58a65c

Brand mergers: an analysis of consumer brand identity preferences

Autor: César Machado, Joana, Vacas de Carvalho, Leonor, Lencastre, Paulo de

Publikováno v: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Agência para a Sociedade do Conhecimento (UMIC)-FCT-Sociedade da Informação
instacron:RCAAP

Purpose- The purpose of this study is to investigate reactions to the various name and logo redeployment alternatives available in the context of a merger. Design/methodology/approach - This study develops a typology of the alternative visual identit

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=dedup_wf_001::37ede8cb1ca1f81d04d1e490ecf8f64b