Consumer reaction to service rebranding

Collange, Véronique

doi:10.1016/j.jretconser.2014.07.003

Cited by 12 publications

(22 citation statements)

References 32 publications

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“…The present study adds to the literature on rebranding effects on consumers by going beyond the effects of brand name changes Collange, 2015). On the basis of the extensive analysis Investigating the effects of rebranding of the experimental data, we could identify some clear patterns emerging.…”

Section: Discussionmentioning

confidence: 80%

“…Researchers (Tevi and Otubanjo, 2013;Collange, 2015) believe that rebranding is required because of the changing market dynamics. Goi and Goi (2011) classified the causes of corporate rebranding into two main heads, viz.…”

Section: The Need For Rebrandingmentioning

confidence: 99%

“…Major research work investigating the effect of rebranding on consumers has considered corporate rebranding (majorly after a merger or acquisition) (Merrilees and Miller, 2008) or a change in the brand name only (Collange, 2015;Kashmiri and Mahajan, 2015). The few studies that have investigated the effects of evolutionary rebranding (such as Ing, 2012) have neither considered different forms or rebranding nor the effect of rebranding on brand equity.…”

Section: Rebranding Types and Effect On Consumermentioning

confidence: 99%

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To brand or to rebrand: Investigating the effects of rebranding on brand equity and consumer attitudes

Roy

Sarkar

2015

J Brand Manag

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Subhadip Royis a faculty of Marketing at Indian Institute of Management Udaipur (India) since 2013, with an overall teaching experience of more than 7 years. He is interested in research areas like brand management, celebrity endorsements and qualitative research. Soumya Sarkaris a faculty of Marketing at Indian Institute of Management Ranchi (India) before which he has taught in IIM Udaipur. A Fellow of Indian Institute of Management Calcutta, he has worked in the industry as a marketing practitioner for around 14 years. He is interested in research areas like B2B branding, strategic marketing, popular Indian culture.ABSTRACT In the present study, we intend to contribute to the rebranding literature by investigating: (a) the relative change in customer based brand equity (CBBE) of a brand before and post an evolutionary rebranding announcement; (b) the relative change in CBBE with respect to the market position of the brand (leader/follower) in case of evolutionary rebranding; and (c) the relative effect of a specific type of change in brand element (logo and/or slogan) on the consumer attitudes and CBBE. We use cue utilization theory and information integration theory along with rebranding literature to establish our hypotheses. We test our hypotheses using a 2×2 (with repeat measures) and a 2×3 full factorial design in succession. We find the CBBE of an established brand to diminish following rebranding news while that of a less-established brand to be enhanced. We also find a differential effect of the rebranding types on the consumer attitudes and CBBE that is subject to the relative brand position in the market. The academic implications of the study lie in the exploration of the effects of rebranding on consumers. The practitioner implications include suggestions for the effective use of rebranding as a strategy.

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Section: Discussionmentioning

confidence: 80%

Section: The Need For Rebrandingmentioning

confidence: 99%

Section: Rebranding Types and Effect On Consumermentioning

confidence: 99%

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To brand or to rebrand: Investigating the effects of rebranding on brand equity and consumer attitudes

Roy

Sarkar

2015

J Brand Manag

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“…Brand name changes are seen as more "revolutionary" while slogan or logo changes are seen as more "evolutionary" and as something all companies go through. Despite this more common practice of slogan and logo changes, research concerning rebranding has focused primarily on name changes as they are often seen as riskier and quite expensive (Horsky and Swyngedouw, 1987;Muzellec and Lambkin, 2006;Round and Roper, 2012;Kalaignanam and Bahadir, 2013;Collange, 2015).Research suggests that brand logos have an important effect on customer commitment, as well as on firm performance (Park et al, 2013). In the hospitality industry, Tsai et al (2015) found evidence that rebranded hotels achieve a 6.31 per cent increase in occupancy.…”

mentioning

confidence: 99%

Cognitive and emotional processing of brand logo changes

Peterson

AlShebil

Bishop

2015

JPBM

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. Cognitive and emotional processing of brand logo changesCognitive and emotional processing of brand logo changes A brand represents one of the most important assets to a company and it may be represented by its name, logo and slogan. With these elements, consumers recognize, remember and recall the brand. Over time and with growing competition, many companies decide to pursue innovations in their branding in order to rejuvenate themselves in some way (Müller et al., 2013;Tsai et al., 2015). According to Kapferer (2002), such rebranding is the strongest way to signify that something has changed in the company. However, as Hakala et al., (2011) point out, the challenge for marketers today is balancing the need to refresh the image of a company/product (such as through some type of rebranding) without diminishing the perceived heritage of the brand.Although this can be tricky, rebranding is common and even quite prevalent.Particularly, three main types of rebranding strategies include altering a brand's 1) name, 2) slogan and 3) logo (Lomax and Mador, 2006). Brand name changes are seen as more "revolutionary" while slogan or logo changes are seen as more "evolutionary" and as something all companies go through. Despite this more common practice of slogan and logo changes, research concerning rebranding has focused primarily on name changes as they are often seen as riskier and quite expensive (Horsky and Swyngedouw, 1987;Muzellec and Lambkin, 2006;Round and Roper, 2012;Kalaignanam and Bahadir, 2013;Collange, 2015).Research suggests that brand logos have an important effect on customer commitment, as well as on firm performance (Park et al., 2013). In the hospitality industry, Tsai et al. (2015) found evidence that rebranded hotels achieve a 6.31 per cent increase in occupancy. Not surprisingly, firms have demonstrated a willingness to pursue visual rejuvenation of their brands

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“…Bağlılık müşterilerde yeniden markalamanın kabulünü azaltmaktadır. Bunun nedeni, yeni markanın niteliklerine bakılmaksızın, duygusal olarak ilk markaya bağlı tüketicilerin mevcut markanın kayboluşuna içerlenmesi olabilir (Collange, 2015). Bunun tersi olarak, markaya bağlı olmayan tüketicilerin yeniden markalamaya olumlu bakabileceği tahmin edebilir.…”

Section: Tutumunclassified

Ürün Adı Değişimi ile Yapılan Yeniden Markalamaya Tüketici Tepkisi: Pirina Yağı Üzerine Bir Araştırma

Toklu¹,

Toklu²

2017

Anadolu Üniversitesi Sosyal Bilimler Dergisi

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Yeniden markalama müşterilerin hafızasında yeni isim, slogan, logo, tasarım veya bunların bileşimi gibi yeni marka elemanlarıyla yeni ve farklı bir konum oluşturmak için yapılan stratejik bir yaklaşımdır. Yeniden markalamada başarılı olmak için doğru strateji ve uygulama birlikte önemlidir. Bu araştırma ile yeniden markalama kapsamında zeytinyağı kategorisinde bir ürün olan pirina yağının adının zeytin püresi yağı olarak yeniden adlandırılmasına tüketici tepkisi incelenmektedir. Oluşturulan model ile yeniden adlandırma sonrası ürün imajının, değişime yönelik tutumun, kategoriye bağlılığın ve ad-ürün uyumunun yeni adı kullanan markaya yönelik tüketici algısına etkisi ve sonrasında bu algının davranışsal niyete etkisi incelenmiştir. Araştırmanın verileri kolayda örnekleme yöntemiyle seçilen tüketicilerle yüz yüze yapılan anket çalışmasından elde edilmiştir. SmartPLS yapısal eşitlik modellemesi yöntemi ile model analiz edilmiştir. Araştırmadan elde edilen bulgulara göre; zeytin püresi yağı adının imajı pirina yağı adına göre daha yüksek bulunurken, değişime yönelik tutumun ve ad-ürün uyumunun yeni adı kullanan markaya yönelik algıyı etkilediği, bu algının da davranışsal niyeti etkilediği bulunmuştur. Çalışma ürün adının değişimini içerdiğinden akademik literatür ve tedarik zincirindeki tüm paydaşlara artı değer sunmaktadır.

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Consumer reaction to service rebranding

Cited by 12 publications

References 32 publications

To brand or to rebrand: Investigating the effects of rebranding on brand equity and consumer attitudes

To brand or to rebrand: Investigating the effects of rebranding on brand equity and consumer attitudes

Cognitive and emotional processing of brand logo changes

Ürün Adı Değişimi ile Yapılan Yeniden Markalamaya Tüketici Tepkisi: Pirina Yağı Üzerine Bir Araştırma

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