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Title: Rebranding Mergers: How attitudes influence consumer choices?
Authors: César - Machado, Joana
Lencastre, Paulo de
Vacas-de-Carvalho, Leonor
Costa, Patrício
Keywords: brand
brand identity signs
brand attitude
mergers and acquisitions
corporate brand name
logo changes
Issue Date: 27-Jan-2012
Publisher: Macmillan Publishers Ltd.
Citation: Machado et al (2012), "Rebranding Mergers: How attitudes influence consumer choices?", Journal of Brand Management, 19, 6, 513-524.
Abstract: In 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 influences 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 significant influence on consumers' preferences.
Type: article
Appears in Collections:GES - Publicações - Artigos em Revistas Internacionais Com Arbitragem Científica

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