To brand or to rebrand: Investigating the effects of rebranding on brand equity and consumer attitudes
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 br...
Ausführliche Beschreibung
Gespeichert in:
| Autor*in: |
Subhadip Roy [verfasserIn] |
|---|
| Format: |
Artikel |
|---|---|
| Sprache: |
Englisch |
| Erschienen: |
2015 |
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| Schlagwörter: |
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| Übergeordnetes Werk: |
Enthalten in: The journal of brand management - Basingstoke : Palgrave Macmillan, 2002, 22(2015), 4, Seite 340-360 |
|---|---|
| Übergeordnetes Werk: |
volume:22 ; year:2015 ; number:4 ; pages:340-360 |
| Links: |
|---|
| DOI / URN: |
10.1057/bm.2015.21 |
|---|
| Katalog-ID: |
OLC1959828622 |
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| 520 | |a 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. | ||
| 650 | 4 | |a Analysis | |
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10.1057/bm.2015.21 doi PQ20160617 (DE-627)OLC1959828622 (DE-599)GBVOLC1959828622 (PRQ)c1330-d32d0bcdef3b9dabce5bd3aed37e544a3ce0ee49af80e7fc0004396ef263b8ae0 (KEY)0238324120150000022000400340brandortorebrandinvestigatingtheeffectsofrebrandin DE-627 ger DE-627 rakwb eng 330 ZDB Subhadip Roy verfasserin aut To brand or to rebrand: Investigating the effects of rebranding on brand equity and consumer attitudes 2015 Text txt rdacontent ohne Hilfsmittel zu benutzen n rdamedia Band nc rdacarrier 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. Analysis Consumer behavior Brand equity Hypothesis testing Consumer attitudes Studies Soumya Sarkar oth Enthalten in The journal of brand management Basingstoke : Palgrave Macmillan, 2002 22(2015), 4, Seite 340-360 (DE-627)359785336 (DE-600)2098132-6 (DE-576)9359785334 1350-231X nnns volume:22 year:2015 number:4 pages:340-360 http://dx.doi.org/10.1057/bm.2015.21 Volltext http://search.proquest.com/docview/1698320144 GBV_USEFLAG_A SYSFLAG_A GBV_OLC SSG-OLC-WIW GBV_ILN_21 GBV_ILN_26 AR 22 2015 4 340-360 |
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10.1057/bm.2015.21 doi PQ20160617 (DE-627)OLC1959828622 (DE-599)GBVOLC1959828622 (PRQ)c1330-d32d0bcdef3b9dabce5bd3aed37e544a3ce0ee49af80e7fc0004396ef263b8ae0 (KEY)0238324120150000022000400340brandortorebrandinvestigatingtheeffectsofrebrandin DE-627 ger DE-627 rakwb eng 330 ZDB Subhadip Roy verfasserin aut To brand or to rebrand: Investigating the effects of rebranding on brand equity and consumer attitudes 2015 Text txt rdacontent ohne Hilfsmittel zu benutzen n rdamedia Band nc rdacarrier 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. Analysis Consumer behavior Brand equity Hypothesis testing Consumer attitudes Studies Soumya Sarkar oth Enthalten in The journal of brand management Basingstoke : Palgrave Macmillan, 2002 22(2015), 4, Seite 340-360 (DE-627)359785336 (DE-600)2098132-6 (DE-576)9359785334 1350-231X nnns volume:22 year:2015 number:4 pages:340-360 http://dx.doi.org/10.1057/bm.2015.21 Volltext http://search.proquest.com/docview/1698320144 GBV_USEFLAG_A SYSFLAG_A GBV_OLC SSG-OLC-WIW GBV_ILN_21 GBV_ILN_26 AR 22 2015 4 340-360 |
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10.1057/bm.2015.21 doi PQ20160617 (DE-627)OLC1959828622 (DE-599)GBVOLC1959828622 (PRQ)c1330-d32d0bcdef3b9dabce5bd3aed37e544a3ce0ee49af80e7fc0004396ef263b8ae0 (KEY)0238324120150000022000400340brandortorebrandinvestigatingtheeffectsofrebrandin DE-627 ger DE-627 rakwb eng 330 ZDB Subhadip Roy verfasserin aut To brand or to rebrand: Investigating the effects of rebranding on brand equity and consumer attitudes 2015 Text txt rdacontent ohne Hilfsmittel zu benutzen n rdamedia Band nc rdacarrier 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. Analysis Consumer behavior Brand equity Hypothesis testing Consumer attitudes Studies Soumya Sarkar oth Enthalten in The journal of brand management Basingstoke : Palgrave Macmillan, 2002 22(2015), 4, Seite 340-360 (DE-627)359785336 (DE-600)2098132-6 (DE-576)9359785334 1350-231X nnns volume:22 year:2015 number:4 pages:340-360 http://dx.doi.org/10.1057/bm.2015.21 Volltext http://search.proquest.com/docview/1698320144 GBV_USEFLAG_A SYSFLAG_A GBV_OLC SSG-OLC-WIW GBV_ILN_21 GBV_ILN_26 AR 22 2015 4 340-360 |
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10.1057/bm.2015.21 doi PQ20160617 (DE-627)OLC1959828622 (DE-599)GBVOLC1959828622 (PRQ)c1330-d32d0bcdef3b9dabce5bd3aed37e544a3ce0ee49af80e7fc0004396ef263b8ae0 (KEY)0238324120150000022000400340brandortorebrandinvestigatingtheeffectsofrebrandin DE-627 ger DE-627 rakwb eng 330 ZDB Subhadip Roy verfasserin aut To brand or to rebrand: Investigating the effects of rebranding on brand equity and consumer attitudes 2015 Text txt rdacontent ohne Hilfsmittel zu benutzen n rdamedia Band nc rdacarrier 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. Analysis Consumer behavior Brand equity Hypothesis testing Consumer attitudes Studies Soumya Sarkar oth Enthalten in The journal of brand management Basingstoke : Palgrave Macmillan, 2002 22(2015), 4, Seite 340-360 (DE-627)359785336 (DE-600)2098132-6 (DE-576)9359785334 1350-231X nnns volume:22 year:2015 number:4 pages:340-360 http://dx.doi.org/10.1057/bm.2015.21 Volltext http://search.proquest.com/docview/1698320144 GBV_USEFLAG_A SYSFLAG_A GBV_OLC SSG-OLC-WIW GBV_ILN_21 GBV_ILN_26 AR 22 2015 4 340-360 |
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10.1057/bm.2015.21 doi PQ20160617 (DE-627)OLC1959828622 (DE-599)GBVOLC1959828622 (PRQ)c1330-d32d0bcdef3b9dabce5bd3aed37e544a3ce0ee49af80e7fc0004396ef263b8ae0 (KEY)0238324120150000022000400340brandortorebrandinvestigatingtheeffectsofrebrandin DE-627 ger DE-627 rakwb eng 330 ZDB Subhadip Roy verfasserin aut To brand or to rebrand: Investigating the effects of rebranding on brand equity and consumer attitudes 2015 Text txt rdacontent ohne Hilfsmittel zu benutzen n rdamedia Band nc rdacarrier 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. Analysis Consumer behavior Brand equity Hypothesis testing Consumer attitudes Studies Soumya Sarkar oth Enthalten in The journal of brand management Basingstoke : Palgrave Macmillan, 2002 22(2015), 4, Seite 340-360 (DE-627)359785336 (DE-600)2098132-6 (DE-576)9359785334 1350-231X nnns volume:22 year:2015 number:4 pages:340-360 http://dx.doi.org/10.1057/bm.2015.21 Volltext http://search.proquest.com/docview/1698320144 GBV_USEFLAG_A SYSFLAG_A GBV_OLC SSG-OLC-WIW GBV_ILN_21 GBV_ILN_26 AR 22 2015 4 340-360 |
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To brand or to rebrand: Investigating the effects of rebranding on brand equity and consumer attitudes |
| 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. |
| abstractGer |
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. |
| abstract_unstemmed |
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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| title_short |
To brand or to rebrand: Investigating the effects of rebranding on brand equity and consumer attitudes |
| url |
http://dx.doi.org/10.1057/bm.2015.21 http://search.proquest.com/docview/1698320144 |
| remote_bool |
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| author2 |
Soumya Sarkar |
| author2Str |
Soumya Sarkar |
| ppnlink |
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| doi_str |
10.1057/bm.2015.21 |
| up_date |
2024-07-03T18:57:08.408Z |
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