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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| Outros Autores: | , , |
| Formato: | article |
| Idioma: | por |
| Publicado em: |
2013
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| Assuntos: | |
| Texto completo: | http://hdl.handle.net/10174/7938 |
| País: | Portugal |
| Oai: | oai:dspace.uevora.pt:10174/7938 |