Journal of Brand Management

, Volume 19, Issue 6, pp 513–524 | Cite as

Rebranding mergers: How attitudes influence consumer choices?

  • Joana César Machado
  • Paulo de Lencastre
  • Leonor Vacas de Carvalho
  • Patrício Costa
Original Article


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.


brand brand identity signs brand attitude mergers and acquisitions corporate brand name logo changes 


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Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2012

Authors and Affiliations

  • Joana César Machado
    • 1
  • Paulo de Lencastre
    • 1
  • Leonor Vacas de Carvalho
    • 1
  • Patrício Costa
    • 1
  1. 1.Universidade Católica – Rua Diogo BotelhoPortoPortugal

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