Machado, Joana César; Lencastre, Paulo; Carvalho, … - Faculdade de Economia e Gestão, Universidade Católica … - 2011
It is critical to investigate reactions to the various name and logo redeployment alternatives available in the context of a brand merger. Yet research on this topic is relatively limited. This paper aims to start filling this gap in the literature, by developing a typology of the visual...