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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| Outros Autores: | , |
| Formato: | conferenceObject |
| Idioma: | eng |
| Publicado em: |
2014
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| Texto completo: | http://hdl.handle.net/10400.14/14496 |
| País: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/14496 |