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Title: Brand mergers: How attitudes influence consumer identity preferences
Authors: César - Machado, Joana
Vacas-de-Carvalho, Leonor
Lencastre, Paulo
Díonisio, Pedro
Editors: Rita, Paulo
Keywords: brand identity signs
brand attitude
mergers and acquisitions
corporate brand name and logo changes
Issue Date: 22-May-2012
Publisher: EMAC
Abstract: In the context of a merger, management of corporate brand names and logos assumes a critical role. The purpose of this paper is to provide a better understanding of the corporate brand redeployment decision. This study analyses how consumers’ attitudes towards the corporate brands influence their preferences regarding the different branding strategies. Results suggest that the preference for a monolithic alternative 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 have a significant influence on consumers’ preferences.
ISBN: 978-989-732-004-0
Type: article
Appears in Collections:GES - Artigos em Livros de Actas/Proceedings

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