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”Brand logo design: Examining consumer response to figurativeness”
Cesar - Machado, Joana; Vacas-de-Carvalho, Leonor; Torres, Anna; Costa, PatrícioIn a previous investigation, aimed at studying brand identity preferences in a merger context, researchers found the most preferred logos are figurative ones. Additionally, results suggested the aesthetic appeal of the logo significantly influences consumers’ identity choices. These results find support in logo strategy literature. The main purpose of this study is to investigate more thoroughly the influence o...
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...
Brand mergers: examining consumers' responses to name and logo design
César - Machado, Joana; Vacas-de-Carvalho, Leonor; Costa, Patrício; Lencastre, PauloAbstract Purpose – In the context of a merger, the management of corporate identity – in particular of corporate names and logos – assumes a critical role. This paper aims to explore how name and logo design characteristics, and specifically figurativeness, influence consumer preferences in the context of a brand merger, in the banking sector. Design/methodology/approach – This study develops a typology of the ...
Brand mergers: How attitudes influence consumer identity preferences
César - Machado, Joana; Vacas-de-Carvalho, Leonor; Lencastre, Paulo; Díonisio, PedroIn the context of a merger, management of corporate brand names and logos assumes a critical role. The purpose of this paper is to provide a better understanding of the corporate brand redeployment decision. This study analyses how consumers’ attitudes towards the corporate brands influence their preferences regarding the different branding strategies. Results suggest that the preference for a monolithic altern...
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...
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