Logos as a visual cue can help firms communicate their unique identities and capture
consumers' attention. Despite the importance and prevalent use of logos, the logo literature …

Firm rebranding efforts are inevitable; however, we have a limited understanding of the
nature and performance implications of those rebranding decisions. This research …

Corporate rebranding that modifies logos, tagline and the corporate brand name is common
among practitioners. Available literature reports the success of corporate rebranding by the …

Purpose The aim is to review and discuss main conceptualizations, themes and
assumptions within organizational-level visual identity (VI) in order to identify potential …

Updating a brand's packaging presents a challenge, especially for heritage brands. This
study examines how and when continuity in visual package design influences brand …

Resumen en español El estudio tuvo como objetivo determinar la relación que vincula la
calidad de servicio y la imagen corporativa en la oficina de seguros y prestaciones …

Purpose The purpose of this paper is to analyses consumers' hostile responses and
“creative” re-interpretation of a proactive corporate social responsibility (CSR) brand …

During the past years, activist movements have increasingly turned to social media to raise
awareness and critically discuss current development and future scenarios. As a …

Purpose: The aim of this article is to understand the impact of retailer brand name
substitution on consumer trust. Theoretical Framework: Drawing on existing research on …

How do managers time the launch of new technologies? Without actionable frameworks to
ensure consumers and other stakeholders are ready, innovation releases remain a risky …