The Effect of Rebranding on Brand Loyalty: Brand Reputation As Mediator

Ahmad, Roslizawati; Okechukwu, Worlu; Shaari, Hasnizam

doi:10.6007/ijarbss/v12-i11/14581

Cited by 2 publications

(2 citation statements)

References 20 publications

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“…Corporate rebranding decisions aim to add value to the firm by sending a positive signal to stakeholders (Zhao et al, 2018). Organizations also undergo rebranding to upgrade their communication with internal and external stakeholders in order to stay relevant in the marketplace (Ahmad et al, 2022).…”

Section: Brand and Rebrandingmentioning

confidence: 99%

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Communication about rebranding: the case of Polish listed companies

Fijałkowska,

Hadro,

Mróz-Gorgoń

et al. 2023

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RESEARCH OBJECTIVE: Rebranding is a crucial driver of modern marketing strategies that can only be successful if appropriately communicated to society. This research aims to explain which rebranding-related information companies disclose in their communication on this process using various information dissemination channels. THE RESEARCH PROBLEM AND METHODS: To examine the content of 200 disclosures about rebranding, we used topic modelling, which identifies latent patterns of word co-occurrence using computer algorithms and the distribution of words in the analyzed corpus (set of documents). We applied an unsupervised Bayesian machine-learning approach for topic modelling called latent Dirichlet allocation (LDA), a cutting-edge method that is still not widely used by scholars. THE PROCESS OF ARGUMENTATION: Rebranding pays out over the lifetime of a company, but society has to be appropriately informed of this decision. The information should be comprehensive, disclosed through multiple channels, and addressed to all stakeholders. However, the question is whether this theoretical knowledge finds its application in companies’ practice. We researched each rebranding case of all Polish companies listed on the WSE since 1991 and analyzed how they communicated their rebranding through diverse types information disclosure. RESEARCH RESULTS: Polish companies are very selective, both in the content of information disclosed and the communication channels they use. They tend to avoid explaining the reasons for rebranding that are vital for society. Information is mainly disclosed through company websites or press releases and primarily has an informal character. They ignore official stock exchange communication channels, even though rebranding information could greatly influence financial performance and value creation. CONCLUSIONS, INNOVATIONS AND RECOMMENDATIONS: Our findings implicate a need to increase listed companies’ awareness concerning the importance of communicating marketing strategy and its potential benefits in the creation of investor relations.

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Section: Brand and Rebrandingmentioning

confidence: 99%

“…Rebranding products and services is demanding, challenging, dangerous and risky for organizations (Ahmad et al, 2022). It often requires considerable investment without any guarantee of a successful outcome (Shetty, 2011).…”

Section: Communication On Rebrandingmentioning

confidence: 99%

Communication about rebranding: the case of Polish listed companies

Fijałkowska,

Hadro,

Mróz-Gorgoń

et al. 2023

View full text Add to dashboard Cite

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A Study on Evaluating Brand Reputation by Measuring Sentiment and Response Rates in the Digital Age

Venkateswaran,

Arun,

Byloppilly

et al. 2024

Advances in Electronic Commerce

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The chapter shows how worldwide presence increases brand scrutiny. Online reviews, social media presence, and ethical practices influence brand reputation and purchasing decisions worldwide. Reputation builds trust and loyalty, driving repeat business and favourable word-of-mouth across varied marketplaces. A positive brand image helps organisations weather crises and minimise reputational damage. This improves the employer brand, attracting top people in a competitive worldwide market. Beyond customer benefits, a good reputation boosts investor confidence and lets brands influence positive change. Positive brand perception drives loyal customer online advocacy, increasing brand reach and influence in the digital era. Global brands may thrive in the complicated and linked global market by prioritising brand reputation management and building trust, loyalty, and advocacy. Global consumers now investigate brands online before buying.

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The Effect of Rebranding on Brand Loyalty: Brand Reputation As Mediator

Cited by 2 publications

References 20 publications

Communication about rebranding: the case of Polish listed companies

Communication about rebranding: the case of Polish listed companies

A Study on Evaluating Brand Reputation by Measuring Sentiment and Response Rates in the Digital Age

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