Utilize este identificador para referenciar este registo:
https://hdl.handle.net/1822/68244
Título: | Rebranding mergers: How attitudes influence consumer choices? |
Autor(es): | Machado, Joana César de Lencastre, Paulo de Carvalho, Leonor Vacas Costa, Patrício Soares |
Palavras-chave: | Brand Brand identity signs Brand attitude Mergers and acquisitions Corporate brand name Logo changes |
Data: | Jan-2012 |
Editora: | Palgrave Macmillan |
Revista: | Journal of Brand Management |
Citação: | Machado, J. C., De Lencastre, P., De Carvalho, L. V., & Costa, P. (2012). Rebranding mergers: How attitudes influence consumer choices?. Journal of Brand Management, 19(6), 513-524 |
Resumo(s): | 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. |
Tipo: | Artigo |
URI: | https://hdl.handle.net/1822/68244 |
DOI: | 10.1057/bm.2011.58 |
ISSN: | 1350-231X |
e-ISSN: | 1479-1803 |
Versão da editora: | https://link.springer.com/article/10.1057/bm.2011.58 |
Arbitragem científica: | yes |
Acesso: | Acesso restrito UMinho |
Aparece nas coleções: | ICVS - Artigos em revistas internacionais / Papers in international journals |
Ficheiros deste registo:
Ficheiro | Descrição | Tamanho | Formato | |
---|---|---|---|---|
Rebranding mergers.pdf Acesso restrito! | 210,6 kB | Adobe PDF | Ver/Abrir |