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: Machado, J. C. (author)
Other Authors: Lencastre, Paulo de (author), Carvalho, Leonor Vacas de (author)
Format: conferenceObject
Language:eng
Published: 2014
Subjects:
Branding
Brand identity
Logos
Brand mergers
Consumer preferences
Online Access:http://hdl.handle.net/10400.14/14496
Country:Portugal
Oai:oai:repositorio.ucp.pt:10400.14/14496

Internet

http://hdl.handle.net/10400.14/14496

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