Rebranding mergers: how importance is the figurativeness of the brand’s signs?
Purpose- One of the most important issues that arises in brand mergers is the choice of a name and logo for the new entity. The purpose of this research is to investigate reactions to the various name and logo redeployment alternatives available in the context of a merger. Design/methodology/approac...
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| Other Authors: | , |
| Format: | article |
| Language: | eng |
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2012
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10174/4075 |
| Country: | Portugal |
| Oai: | oai:dspace.uevora.pt:10174/4075 |