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...

This paper explores the opposition between abstract and figurative names and logos, considered together in a single stimulus. We created three experimental scenarios of fictitious names and logos, ranging from very abstract to very figurative stimuli. Findings show that figurativeness, and...

To assess the attitudes with respect to the quality of banks’ service levels, we use survey data amongst more than 250 Chief Financial Officers (CFOs) of a range of Netherlands-based companies. These companies range from small to very large (including multinationals as Philips and Shell)...

A Method is offered that makes it possible to apply generalized canonical correlations analysis (CANCOR) to two or more matrices of different row and column order. The new method optimizes the generalized canonical correlation analysis objective by considering only the observed values. This is...

Perceptual maps are often used in marketing to visually study relations between two or more attributes. However, in many perceptual maps published in the recent literature it remains unclear what is being shown and how the relations between the points in the map can be interpreted or even what a...