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Brand Mergers: Examining Consumer Responses to Name and Logo Design

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dc.contributor.authorMachado, J. C.
dc.contributor.authorLencastre, Paulo de
dc.contributor.authorCarvalho, Leonor Vacas de
dc.date.accessioned2014-06-05T15:16:47Z
dc.date.available2014-06-05T15:16:47Z
dc.date.issued2011
dc.description.abstractIt is critical to investigate reactions to the various name and logo redeployment alternatives available in the context of a merger. Yet research on this topic is relatively limited. This study contributes to the literature, by developing a typology of the visual identity structures that may be assumed in the context of a merger, as well as an exploratory study (n = 467) analysing consumers’ preferences regarding the alternative branding strategies. Results suggest that there is a clear preference for figurative logos, and also that the logo may play a role as important as the name, ensuring a connection to the brand’s past. Data also show 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. These results should guide managers in the evaluation and choice of the post-merger branding strategy.por
dc.identifier.citationMACHADO, J.C.; LENCASTRE, Paulo de; CARVALHO, Leonor Vacas de - Brand Mergers: Examining Consumer Responses to Name and Logo Design. In Global Brand Conference of The Academy of Marketing’s Brand, Identity and Reputation SIG, 7th, Scotland, United Kingdom,6-9 April 2011. In Proceedings of the Academy of Marketing Conference, ISBN 0-9549730-6-2 (2011) Oxford, 19p.por
dc.identifier.isbn0954973062
dc.identifier.urihttp://hdl.handle.net/10400.14/14496
dc.language.isoengpor
dc.subjectBrandingpor
dc.subjectBrand identitypor
dc.subjectLogospor
dc.subjectBrand mergerspor
dc.subjectConsumer preferencespor
dc.titleBrand Mergers: Examining Consumer Responses to Name and Logo Designpor
dc.typeconference object
dspace.entity.typePublication
rcaap.rightsopenAccesspor
rcaap.typeconferenceObjectpor

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