Brand mergers: an analysis of consumer brand identity preferences

Machado, J. C.; Lencastre, Paulo de; Carvalho, Leonor Vacas de

Publication

Brand mergers: an analysis of consumer brand identity preferences

2011Conference object

dc.contributor.author	Machado, J. C.
dc.contributor.author	Lencastre, Paulo de
dc.contributor.author	Carvalho, Leonor Vacas de
dc.date.accessioned	2016-12-23T15:34:33Z
dc.date.available	2016-12-23T15:34:33Z
dc.date.issued	2011
dc.description.abstract	Purpose- 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.	pt_PT
dc.description.version	info:eu-repo/semantics/publishedVersion	pt_PT
dc.identifier.citation	MACHADO, J.C.; LENCASTRE, Paulo de; CARVALHO, Leonor Vacas de – In Brand mergers: an analysis of consumer identity preferences. In 7th Thought Leaders International Conference in Brand Management, Lugano, Switzerland, 10-12-March, 2011. – In [Proceedings of The] 7th Thought Leaders International Conference in Brand Management. Lugano: Università de la Svizzera Italiana, 2011. ISBN 978-88-6101-009-3. 16 p.	pt_PT
dc.identifier.uri	http://hdl.handle.net/10400.14/21171
dc.language.iso	eng	pt_PT
dc.rights.uri	http://creativecommons.org/licenses/by/4.0/	pt_PT
dc.subject	Brand	pt_PT
dc.subject	Brand identity	pt_PT
dc.subject	Logos	pt_PT
dc.subject	Mergers and acquisitions	pt_PT
dc.title	Brand mergers: an analysis of consumer brand identity preferences	pt_PT
dc.type	conference object
dspace.entity.type	Publication
rcaap.rights	openAccess	pt_PT
rcaap.type	conferenceObject	pt_PT