Brand mergers: examining consumers' responses to name and logo design
Abstract Purpose – In the context of a merger, the management of corporate identity – in particular of corporate names and logos – assumes a critical role. This paper aims to explore how name and logo design characteristics, and specifically figurativeness, influence consumer preferences in the cont...
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| Other Authors: | , , |
| Format: | article |
| Language: | eng |
| Published: |
2013
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10174/7735 |
| Country: | Portugal |
| Oai: | oai:dspace.uevora.pt:10174/7735 |