Brand mergers: an analysis of consumer brand identity preferences
Purpose- The purpose of this study is to investigate reactions to the various name and logo redeployment alternatives available in the context of a merger. Design/methodology/approach - This study develops a typology of the alternative visual identity structures that may be assumed in the context of...
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| Outros Autores: | , |
| Formato: | conferenceObject |
| Idioma: | eng |
| Publicado em: |
2016
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| Assuntos: | |
| Texto completo: | http://hdl.handle.net/10400.14/21171 |
| País: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/21171 |