Paulo Lencastre

Brand mergers: examining consumers' responses to name and logo design

Joana César Machado, Leonor Vacas de Carvalho, Patrí­cio Costa et al. · Journal of Product & Brand Management · 2012 · 48 citations · Full text

Business, Marketing, Marketing Management +12

One, two, three: A practical brand anatomy

Paulo Lencastre, Ana Côrte-Real · Journal of Brand Management · 2010 · 36 citations

Business, Anatomy, Marketing +10

Rebranding mergers: How attitudes influence consumer choices?

Joana César Machado, Paulo Lencastre, Leonor Vacas de Carvalho et al. · Journal of Brand Management · 2012 · 26 citations · Full text

Business, Marketing, Marketing Management +12

The effect of brand names and logos’ figurativeness on memory: An experimental approach

Paulo Lencastre, Joana César Machado, Patrí­cio Costa · Journal of Business Research · 2023 · 21 citations · Full text

Business, Marketing, Social Psychology +16

Brand response analysis: a Peircean semiotic approach

Paulo Lencastre, Ana Côrte-Real · Social Semiotics · 2013 · 11 citations

Business, Marketing, Marketing Management +12