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Rebranding Mergers: How attitudes influence consumer choices?
César - Machado, Joana; Lencastre, Paulo de; Vacas-de-Carvalho, Leonor; Costa, PatrícioIn the context of a merger or an acquisition, the management of corporate identity – in particular of corporate brand names and logos – assumes a critical role. The purpose of this article is to provide a better understanding of the corporate brand redeployment decision, considering the reactions of one important stakeholder group – consumers. This study develops a typology of the various corporate identity str...
As crianças e as marcas: que relação possível? Um olhar a partir das mascotes
Côrte-Real, Ana; Lencastre, Paulo deThis paper aims to present the reflections about the relationship between children and pets mediated brands. Therefore, we integrated the theoretical knowledge about the topics concerned by Macklin (1996),Ji (2002), Royal Court (2007), Lancaster (1997), Perez (2011), John (1999) among others and results from conducting focus groups with children conducted in the city of Porto in Portugal, aiming to investigate ...
Rebranding mergers: how importance is the figurativeness of the brand’s signs?
César Machado, Joana; Vacas de Carvalho, Leonor; Lencastre, Paulo dePurpose- 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/approach - This study develops a typology of the alternative visual identity structures that may be assumed in the conte...
Brand Mergers: Examining Consumer Responses to Name and Logo Design
César Machado, Joana; Vacas de Carvalho, Leonor; Lencastre, Paulo deIt 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 assumed in the context of a merger, as well as an exploratory study (n = 467) analysing consumers’ preferences regardi...
Brand mergers: an analysis of consumer brand identity preferences
César Machado, Joana; Vacas de Carvalho, Leonor; Lencastre, Paulo dePurpose- 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 a brand merger by drawing on literature review and secondary data, as well as an exploratory study (n = 467) ana...
Brand Mergers: Examining Consumer Responses to Name and Logo Design
Machado, J. C.; Lencastre, Paulo de; Carvalho, Leonor Vacas deIt 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 assumed in the context of a merger, as well as an exploratory study (n = 467) analysing consumers’ preferences regardi...
Brand mergers: Examining consumer response to name and logo design
Machado, J. C.; Lencastre, Paulo de; Carvalho, Leonor Vacas de; Costa, PatrícioIt is critical to investigate reactions to the various name and logo redeployment alternatives available in the context of a brand merger. Yet research on this topic is relatively limited. This paper aims to start filling this gap in the literature, by developing a typology of the visual identity structures that may be assumed in the context of a merger, as well as an exploratory study (n = 467) analysing consu...
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