Rebranding mergers: how attitudes influence consumer choices?
In the context of a merger or an acquisition, the management of corporate identity – in particular of corporate brand names and logos – assumes a critical role. The purpose of this article is to provide a better understanding of the corporate brand redeployment decision, considering the reactions of...
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| Other Authors: | , , |
| Format: | article |
| Language: | eng |
| Published: |
2016
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10400.14/20307 |
| Country: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/20307 |