Brand mergers: examining consumers' responses to name and logo design

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 context of abra...

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Bibliographic Details
Main Author: Machado, Joana César (author)
Other Authors: Vacas‐de‐Carvalho, Leonor (author), Costa, Patrício Soares (author), Lencastre, Paulo (author)
Format: article
Language:eng
Published: 2012
Subjects:
Brand
Brand logo
Mergers and acquisitions
Consumer preferences
Consumer behaviour
Corporate identity
Brand identity signs
Social Sciences
Online Access:http://hdl.handle.net/1822/67424
Country:Portugal
Oai:oai:repositorium.sdum.uminho.pt:1822/67424

Internet

http://hdl.handle.net/1822/67424

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