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Brand mergers: examining consumers' responses to name and logo design

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dc.contributor.authorMachado, J. C.
dc.contributor.authorCarvalho, Leonor Vacas de
dc.contributor.authorCosta, Patrício
dc.contributor.authorLencastre, Paulo de
dc.date.accessioned2014-06-05T15:26:28Z
dc.date.available2014-06-05T15:26:28Z
dc.date.issued2012
dc.description.abstractPurpose – 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.por
dc.description.versioninfo:eu-repo/semantics/publishedVersion
dc.identifier.citationMACHADO, J. C.; CARVALHO, Leonor Vacas de; COSTA, Patrício; LENCASTRE, Paulo de - Brand mergers: examining consumers' responses to name and logo design. Journal of Product & Brand Management. ISSN 1061-0421. Vol. 21, N.º 6 (2012), p. 418 – 427por
dc.identifier.doi10.1108/10610421211264900
dc.identifier.issn1061-0421
dc.identifier.urihttp://hdl.handle.net/10400.14/14497
dc.language.isoengpor
dc.peerreviewedyespor
dc.publisherEmerald
dc.subjectBrandpor
dc.subjectBrand identity signspor
dc.subjectBrand logopor
dc.subjectMergers and acquisitionspor
dc.subjectConsumer preferencespor
dc.subjectConsumer behaviourpor
dc.subjectCorporate identitypor
dc.titleBrand mergers: examining consumers' responses to name and logo designpor
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage427
oaire.citation.issue6
oaire.citation.startPage418
oaire.citation.titleJournal of Product and Brand Management
oaire.citation.volume21
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.rightsrestrictedAccesspor
rcaap.typearticlepor
relation.isAuthorOfPublication1b96dd7b-e8b3-4d0a-8174-03048a593dff
relation.isAuthorOfPublicationcf84ee2c-e6f2-4e7f-b01e-cd7d02960cfc
relation.isAuthorOfPublication.latestForDiscovery1b96dd7b-e8b3-4d0a-8174-03048a593dff

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