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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Bibliographic Details
Main Author: César - Machado, Joana (author)
Other Authors: Vacas-de-Carvalho, Leonor (author), Lencastre, Paulo (author), Díonisio, Pedro (author)
Format: article
Language:por
Published: 2013
Subjects:
Online Access:http://hdl.handle.net/10174/7938
Country:Portugal
Oai:oai:dspace.uevora.pt:10174/7938