From the brand logo to brand associations and the corporate identity: visual and identity-based logo associations in a university merger
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DOI: 10.1057/s41262-020-00223-5
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Cited by:
- Defeng Yang & Xi Lei & Liang Hu & Yu Sun & Xiaodan Yang, 2023. "Brand stigmatization: how do new brand users influence original brand users?," Journal of Brand Management, Palgrave Macmillan, vol. 30(1), pages 77-94, January.
- Grzegorz Godlewski & Adam Marciniak & Anna M. Zarzycka, 2023. "Logotype as a Tool in Marketing Communication: An Analysisof Websites of Agritourism Farms," SAGE Open, , vol. 13(4), pages 21582440231, December.
- Xia Jiang & Fengyi Deng & Qing Yao & Defeng Yang, 2024. "Better or different? How mimicry by social groups shapes consumers’ preference for differentiated brands," Journal of Brand Management, Palgrave Macmillan, vol. 31(5), pages 502-515, September.
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Keywords
Logo redesign; Corporate visual identity; Mergers and acquisitions; Brand associations; Social representations; Higher education;All these keywords.
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