Firms change over time. Which changes are so damaging that consumers believe the firm’s very identity ceases to exist? We explored this question using Twitter data and eight experiments involving nearly 3,000 subjects. Consumers judged that moral deteriorations were particularly disruptive to...

As a means of establishing a new company's public image, corporate identity includes everything from logos to merchandise to advertising. The look of a company is its corporate identity. When it comes to branding efforts, nothing is more important than the company logo. It appears on everything...