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Advisor(s)
Abstract(s)
There 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.
Description
Keywords
Pedagogical Context
Citation
MACHADO, J.C.; LENCASTRE, Paulo de; DIONÍSIO, Pedro - Consumer preferences regarding the different corporate identity redeployment alternatives available in the context of a merger – In 8th International Marketing Trends Conference, ESCP-EAP, Paris, France, 5-17 January, 2009. – In CONCHON, Françoise (Org.), International Conference MARKETING TRENDS, France: ESCP-EAP, 2009. 19 p.