Browsing by Author "Machado, J. C."
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- Analyzing consumer-based brand equity on Facebook: The impact of brand genderPublication . Machado, J. C.; Azar, Salim L.; Vacas De Carvalho, Leonor; Mendes, A.; André, R.In recent years, Facebook and other social media have become key players in branding activities. However, empirical research is still needed about the way in which consumerbased brand equity is created on social media. The purpose of this paper is to study the relationship between masculine and feminine brand personality and brand equity, on Facebook, and to analyze the mediating role of consumer-brand engagement and brand love on this relationship. Data were collected using an online survey with 614 valid responses. The hypotheses were tested using structural equation modeling. Results support 7 of the 11 hypotheses with significant relationship between analyzed constructs. This study confirms the advantages of a clear gender positioning and extends prior research by suggesting that brands with a strong brand gender identity will encourage brand love. Results also highlight that brand love has a mediating role on the relationship between brand gender and overall brand equity.
- Brand logo design: examining consumer responses to figurativenessPublication . Machado, J. C.; Vacas-Carvalho, Leonor; Costa, P.; Torres, A.In 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 of logo design characteristics, and particularly of figurativeness, on consumers’ responses. In two studies, this research will try to shed light on consumer logo preferences, by investigating psychological properties of figurativeness. Firstly, this research will allow classifying a significant sample of international logos according to the figurativeness of logo design. Then, this study will evaluate affect towards logo design.
- Brand Logo Design: Examining Consumer Responses to Name and Logo CharacteristicsPublication . Machado, J. C.; Lencastre, Paulo de; Carvalho, Leonor Vacas de; Costa, Patrícioavailable 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 consumers’ preferences regarding the alternative branding strategies. It uses an innovative design, which gives respondents freedom to choose their preferred solution. Results suggest that there is a clear preference for figurative logos. Furthermore, there is evidence that the logo may play a role as important as the name in a merger, ensuring consumers that there will be a connection with the brand’s past. Data also show that the choice of the logo reflects consumers’ aesthetic responses, whereas the choice of the name reflects consumers’ evaluation of the brand’s offer or off the brand’s presence in the market. These results should guide managers in the evaluation and choice of the postmerger branding strategy.
- Brand logo design: exploring consumer response to naturalness across culturesPublication . Machado, J. C.; Carvalho, Leonor Vacas de; Torres, Anna; Cúneo, Andrés; Costa, Patrício
- Brand mergers: an analysis of consumer brand identity preferencesPublication . Machado, J. C.; Lencastre, Paulo de; Carvalho, Leonor Vacas 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) analysing consumers’ preferences regarding the alternative brand identity strategies. Findings – Results suggest that there is a clear preference for figurative brand logos. Furthermore, we found evidence that the brand logo may play a role as important as the name in a merger, ensuring consumers that there will be a connection with the brand’s past. Another interesting finding was that the choice of the logo reflects consumers’ aesthetic responses, whereas the choice of the name reflects consumers’ evaluation of the brand’s offer or off the brand’s presence in the market. Originality/value – The paper uses an innovative research design which gives respondents freedom to choose their preferred solution, hence the richness of results is much greater. These results should guide managers in the evaluation and choice of the post-merger branding strategy.
- Brand mergers: Examining consumer response to name and logo designPublication . 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 consumers’ preferences regarding the alternative branding strategies. It uses an innovative design, which gives respondents freedom to choose their preferred solution. Results suggest that there is a clear preference for figurative logos. Furthermore, there is evidence that the logo may play a role as important as the name in a merger, ensuring consumers that there will be a connection with the brand’s past. Data also show that the choice of the logo reflects consumers’ aesthetic responses, whereas the choice of the name reflects consumers’ evaluation of the brand’s offer or off the brand’s presence in the market. These results should guide managers in the evaluation and choice of the postmerger branding strategy.
- Brand Mergers: Examining Consumer Responses to Name and Logo DesignPublication . 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 regarding the alternative branding strategies. Results suggest that there is a clear preference for figurative logos, and also that the logo may play a role as important as the name, ensuring a connection to the brand’s past. Data also show that the choice of the logo reflects consumers’ aesthetic responses, whereas the choice of the name reflects consumers’ evaluation of the brand’s offer or off the brand’s presence in the market. These results should guide managers in the evaluation and choice of the post-merger branding strategy.
- Brand mergers: examining consumers' responses to name and logo designPublication . Machado, J. C.; Carvalho, Leonor Vacas de; Costa, Patrício; Lencastre, Paulo dePurpose – 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 alternative corporate identity structures that may be assumed in the context of a brand merger by drawing on a literature review and secondary data, as well as an exploratory study analyzing consumers’ preferences regarding alternative branding strategies. Findings – The results suggest that there is a clear preference for figurative logos. Furthermore, there is evidence that logos may be as important as the company name in a merger situation, in terms of assuring consumers that there remains a connection to the brand’s past. The data show that the logo chosen by consumers reflects their aesthetic responses, whereas the selected name reflects their evaluation of the brand’s offers or its presence in the market. Originality/value – The paper uses an innovative research design which gives respondents freedom to choose their preferred solution; hence, the richness of the results is enhanced. The results should guide managers in their evaluation and choices regarding post-merger branding strategies.
- Corporate brand identity in higher education: a relational perspectivePublication . Barros, Teresa; Martins, F. Vitorino; Barandas, Hortensia Gouveia; Machado, J. C.Identity is traditionally defined as an emission concept (Kapferer, 2008). Yet, some research points out that there are external factors that that can influence it (Kennedy, 1975; Markwick e Fill, 1997; Balmer e Gray, 2000). This subject is even more interesting if one considers corporate brands. According to Aaker (2004) the number, the power and the credibility of corporate associations are bigger in the case corporate brands. Literature recognizes the influence of relationships between companies in identity management (Hakansson and Snehota, 1989, 1995; Hakansson and Ford, 2002). Yet, given the increasingly important role of corporate brands, it is surprising that to date no attempt to evaluate that influence has been made in corporate brand´s identity management and reputation. Also Keller and Lehman (2006) highlight relationships and costumer experience as two areas requiring more investigation. The authors argue that corporate brand´s identity can be developed under a relational perspective using relationships with other recognised brands in order to generate positive reputations in stakeholders. Based in relationship and corporate brand identity management, a framework is developed to identify how corporate brands select, develop and invest in relationships with other brands. The context of the proposed relationship concept is the services area (Dwyer et al, 1987; Moorman et al, 1992; Rauyruen et al, 2005 and Hennig-Thurau and Klee, 1997). An empirical qualitative research is designed using two reputational technological higher education institutions (two corporate brands) acting in Portuguese public higher education market.
- Corporate identity – the management of the process of change in the name/logo in the context of brands’ mergerPublication . Machado, J. C.; Lencastre, Paulo de; Dionísio, PedroThere has been little attention paid to the management of corporate identity, including visual identity, as part of the merger and acquisition process. The aim of this study is to provide a better understanding of the corporate branding decisions. Specifically, the authors present the definition of a model, which aims at defining, firstly the conception of a typology of corporate identity structures that organisations may assume in the case of brands’ merger, and secondly the conception of an experimental study to evaluate the preferences of one important stakeholder group – consumers - to the alternative typologies identified. The results of this study should guide the choice of the corporate identity structure subsequent to a brand merger, according to the impact that consumers’ attitudes towards the corporate brand have on their preferences regarding the different redeployment alternatives.