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...
| Autor principal: | |
|---|---|
| Outros Autores: | , |
| Formato: | article |
| Idioma: | eng |
| Publicado em: |
2012
|
| Assuntos: | |
| Texto completo: | http://hdl.handle.net/10174/4075 |
| País: | Portugal |
| Oai: | oai:dspace.uevora.pt:10174/4075 |