From the brand logo to brand associations and the corporate identity: visual and identity-based logo associations in a university merger.

Erjansola, A. M., Lipponen, J., Vehkalahti, K., Aula, H. M., & Pirttilä-Backman, A. M. (2021). From the brand logo to brand associations and the corporate identity: visual and identity-based logo associations in a university merger. Journal of Brand Management, 28(3), 241-253.

https://doi.org/10.1057/s41262-020-00223-5