The Impact of Brand Rejuvenation on Consumer Purchase Intention: Brand Attitude as Mediator

Abstract

The rationale of the study lies in investigating the role of brand rejuvenation on consumer purchase intention, it also emphasizes digging the mediating effects of brand attitude on brand rejuvenation and consumer purchase intentions. Quantitative research was carried out for understanding the rationale behind consumer brand preferences, their attitude, and purchase intentions. This study employed positivism; deductive approach in which collected quantitative and numerical data were tabulated and analyzed statistically in order to facilitate and test the detail set of hypotheses for the purpose of reaching objective truth. SPSS computer software was employed along with multiple regression and correlation analysis were carried out for testing and checking hypotheses and model fitness respectively. Dual statistical techniques i.e. Barron and Kenny’s (1986) and Preacher and Hayes (2008) were applied for checking mediation effects of the study. All the variables were significantly correlated with each other which clearly indicates the importance of brand rejuvenation, brand attitude and purchase intentions.

Promoting Customer-Based Brand Equity Through Product Rejuvenation: A Study of Rite Foods Limited, Nigeria

“…Product rejuvenation focuses on changing existing perceptions among consumers and increasing optimal brand image and associations. Product rejuvenation involves adding value to an existing brand by improving product attributes and enhancing its overall appeal (Neelam, Zeb, & Ahmad, 2021). It is intended to re-focus the attention of consumers on an existing brand.…”