Brand Mergers: Examining Consumer Responses to Name and Logo Design

It is critical to investigate reactions to the various name and logo redeployment alternatives available in the context of a merger. Yet research on this topic is relatively limited. This study contributes to the literature, by developing a typology of the visual identity structures that may be assu...

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Bibliographic Details
Main Author: César Machado, Joana (author)
Other Authors: Vacas de Carvalho, Leonor (author), Lencastre, Paulo de (author)
Format: article
Language:eng
Published: 2012
Subjects:
branding
brand identity
logos
brand mergers
consumer preferences
Online Access:http://hdl.handle.net/10174/4145
Country:Portugal
Oai:oai:dspace.uevora.pt:10174/4145

Internet

http://hdl.handle.net/10174/4145

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