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...
| Main Author: | |
|---|---|
| Other Authors: | , |
| Format: | conferenceObject |
| Language: | eng |
| Published: |
2016
|
| Subjects: | |
| Online Access: | http://hdl.handle.net/10400.14/21171 |
| Country: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/21171 |