Please use this identifier to cite or link to this item:

Title: Brand mergers: examining consumers' responses to name and logo design
Authors: César - Machado, Joana
Vacas-de-Carvalho, Leonor
Costa, Patrício
Lencastre, Paulo
Keywords: brand
brand identity signs
brand logo
mergers and acquisitions
consumer preferences
consumer behaviour
corporate identity
Issue Date: 2012
Publisher: Emerald Group Publishing Limited
Citation: Joana César Machado, Leonor Vacas-de-Carvalho, Patrício Costa, Paulo Lencastre, (2012),"Brand mergers: examining consumers' responses to name and logo design", Journal of Product & Brand Management, Vol. 21 Iss: 6 pp. 418 - 427
Abstract: Abstract Purpose – 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. Keywords: Brand, Brand identity signs, Brand logo, Mergers and acquisitions, Consumer preferences, Consumer behaviour, Corporate identity Paper type: Research paper
Type: article
Appears in Collections:GES - Publicações - Artigos em Revistas Internacionais Com Arbitragem Científica

Files in This Item:

File Description SizeFormat
JPBM_astract.pdf736.4 kBAdobe PDFView/Open
FacebookTwitterDeliciousLinkedInDiggGoogle BookmarksMySpaceOrkut
Formato BibTex mendeley Endnote Logotipo do DeGóis 

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.


Dspace Dspace
DSpace Software, version 1.6.2 Copyright © 2002-2008 MIT and Hewlett-Packard - Feedback
UEvora B-On Curriculum DeGois