Brand mergers: How attitudes influence consumer identity preferences
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’ attitudes towards the corporate brands influence their pr...
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| Other Authors: | , , |
| Format: | article |
| Language: | por |
| Published: |
2013
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10174/7938 |
| Country: | Portugal |
| Oai: | oai:dspace.uevora.pt:10174/7938 |