Machado, Joana CesarLencastre, PauloDionĂ­sio, PedroVacas-de-Carvalho, Leonor2014-06-062014-06-062012MACHADO, J.C. - Brand mergers: How attitudes influence consumer identity preferences. In 41th EMAC Conference - Marketing for Citizens, Going Beyond Customers and Consumers, Lisbon, Portugal, 22-25 May 2012. In RITA, Paulo (Ed.) - EMAC 2012 Conference and Programme Chair. Lisbon: ISCTE Business School, 2012. ISBN 978-989-732-004-0. p. 1539789897320040http://hdl.handle.net/10400.14/14518engBrand mergers: How attitudes influence consumer identity preferencesconference object