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Advisor(s)
Abstract(s)
In 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 structures that could be assumed in the context of a brand merger, and analyses how consumers ’ attitudes towards the corporate brands infl uences their preferences regarding the different branding strategies. Results suggest that the preference for a monolithic redeployment strategy, suggested in previous studies, is only clearly supported when one of the partners in the merger is a weak partner. When the merger involves two familiar brands, there is a tendency among consumers to combine elements of both brands ’ identity. Finally, it is concluded that the affective and behavioural dimension of attitude towards the brand has a signifi cant infl uence on consumers ’ preferences.
Description
Keywords
Brand Brand identity signs Brand attitude Mergers and acquisitions Corporate brand name Logo changes
Pedagogical Context
Citation
MACHADO, J. C.; CARVALHO, Leonor Vacas de; COSTA, Patrício; LENCASTRE, Paulo de - Rebranding mergers: How attitudes influence consumer choices? .Journal of Brand Management. ISSN 1350-231X. Vol. 19 N.º 6 (2012), p. 513-524
Publisher
Macmillan Publishers