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Rebranding mergers: how attitudes influence consumer choices?

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dc.contributor.authorMachado, Joana César
dc.contributor.authorLencastre, Paulo de
dc.contributor.authorCarvalho, Leonor Vacas de
dc.contributor.authorCosta, Patrício
dc.date.accessioned2016-06-28T11:03:59Z
dc.date.available2016-06-28T11:03:59Z
dc.date.issued2012
dc.description.abstractIn 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersion
dc.identifier.citationMACHADO, 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. 513-524pt_PT
dc.identifier.doi10.1057/bm.2011.58
dc.identifier.issn1350-231X
dc.identifier.urihttp://hdl.handle.net/10400.14/20307
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherMacmillan Publishers
dc.subjectBrandpt_PT
dc.subjectBrand identity signspt_PT
dc.subjectBrand attitudept_PT
dc.subjectMergers and acquisitionspt_PT
dc.subjectCorporate brand namept_PT
dc.subjectLogo changespt_PT
dc.titleRebranding mergers: how attitudes influence consumer choices?pt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage524
oaire.citation.issue6
oaire.citation.startPage513
oaire.citation.titleJournal of Brand Management
oaire.citation.volume19
person.familyNameCésar Machado
person.familyNameCosta
person.givenNameJoana
person.givenNamePatrício
person.identifier102835
person.identifier.ciencia-id6218-6A2D-C2F7
person.identifier.orcid0000-0003-3798-5299
person.identifier.orcid0000-0002-1201-9177
person.identifier.ridA-3072-2013
person.identifier.scopus-author-id55115340800
person.identifier.scopus-author-id49460913600
rcaap.rightsrestrictedAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication1b96dd7b-e8b3-4d0a-8174-03048a593dff
relation.isAuthorOfPublicationcf84ee2c-e6f2-4e7f-b01e-cd7d02960cfc
relation.isAuthorOfPublication.latestForDiscovery1b96dd7b-e8b3-4d0a-8174-03048a593dff

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