Consumer Perceptions of Rebranding PDF Download
Are you looking for read ebook online? Search for your book and save it on your Kindle device, PC, phones or tablets. Download Consumer Perceptions of Rebranding PDF full book. Access full book title Consumer Perceptions of Rebranding by Saleh Abdulaziz AlShebil. Download full books in PDF and EPUB format.
Author: Saleh Abdulaziz AlShebil
Publisher: ProQuest
ISBN: 9780549145196
Category : Consumer behavior
Languages : en
Pages :
Get Book Here
Book Description
This dissertation explores the topic of rebranding, an important topic that has mostly been covered by practitioner journals and the business press. The focus of this research is on a specific type of rebranding--logo changes. The objective was to get a better understanding of consumer perceptions of logo changes by investigating what goes on in the consumer's mind when exposed to a brand logo change in terms of "coping" with this change. After an extensive qualitative investigation, a model was developed that focused on how exposure to a logo change puts the consumer into a coping process through expressions of curiosity, skepticism and resistance toward the logo change. In this model, two elements were proposed to govern the coping processes of rebranding: (1) the degree of logo change, and (2) the valence (i.e. favorability) of logo change. The model also examined how these coping mechanisms related to each other and ultimately affected the brand attitude after the logo change. The results supported 13 of 16 hypotheses related to the proposed model. In sum, the study has made a valuable contribution to the scholarly understanding of coping as an important process of consumer response to logo changes.
Author: Saleh Abdulaziz AlShebil
Publisher: ProQuest
ISBN: 9780549145196
Category : Consumer behavior
Languages : en
Pages :
Get Book Here
Book Description
This dissertation explores the topic of rebranding, an important topic that has mostly been covered by practitioner journals and the business press. The focus of this research is on a specific type of rebranding--logo changes. The objective was to get a better understanding of consumer perceptions of logo changes by investigating what goes on in the consumer's mind when exposed to a brand logo change in terms of "coping" with this change. After an extensive qualitative investigation, a model was developed that focused on how exposure to a logo change puts the consumer into a coping process through expressions of curiosity, skepticism and resistance toward the logo change. In this model, two elements were proposed to govern the coping processes of rebranding: (1) the degree of logo change, and (2) the valence (i.e. favorability) of logo change. The model also examined how these coping mechanisms related to each other and ultimately affected the brand attitude after the logo change. The results supported 13 of 16 hypotheses related to the proposed model. In sum, the study has made a valuable contribution to the scholarly understanding of coping as an important process of consumer response to logo changes.
Author: Teresa Pavelka
Publisher: GRIN Verlag
ISBN: 3656950520
Category : Business & Economics
Languages : en
Pages : 55
Get Book Here
Book Description
Bachelor Thesis from the year 2014 in the subject Business economics - Company formation, Business Plans, grade: 1,3, University of Bayreuth (Rechts- und Wirtschaftswissenschaftliche Fakultät), course: Abschlussarbeit am Lehrstuhl für Marketing, language: English, abstract: Rebranding is a frequently used marketing measure whenever corporations strive for changes in the physical elements of their brands or their brand management. This paper analyzes how consumers’ brand awareness and brand image is affected, when consumers are confronted with altered brand names and symbols. By elaborating the concept of brand equity transfers and four different consumer response scenarios, psychological theories and effects are derived and related to prevalent findings of rebranding-caused brand equity loss. "Rebranding" ist ein vielfach-angewandtes Marketinginstrument für den Fall, dass Unternehmen Veränderungen in physischen Markenmerkmalen oder ihrem Markenmanagement anstreben. Diese Arbeit untersucht wie Markenbekanntheit und Markenimage von Konsumenten beeinflusst werden, wenn Konsumenten mit veränderten Markennamen und –symbolen konfrontiert werden. Anhand der Ausarbeitung des Konzepts von Markenwert-Transfers sowie vier unterschiedlichen Konsumentenreaktionen werden psychologische Theorien und Effekte abgeleitet und in Zusammenhang mit verbreiteten Forschungsergebnissen über "Rebranding"-induzierte Verluste im Markenwert gesetzt.
Author: I-Hui She
Publisher:
ISBN:
Category : Brand name products
Languages : en
Pages : 184
Get Book Here
Book Description
When apparel companies and retailers attempt to strengthen their established brands and existing markets, there are two primary strategies for companies and retailers: 1) adopting a new designer for an existing brand to attract a new target customer, and/or 2) adding a product design line to an existing brand to be a focus for a new target customer. The purpose of this study was to investigate how the rebranding strategy of adopting a new designer or a new product design line influences consumers' perceptions of brand personality and brand familiarity in relation to the Eddie Bauer brand. A two x two factorial between-subjects design was conducted to examine consumers' perceptions of brand personality and brand familiarity. The two independent variables were a new designer and a new product design line. This research included one control group as a base for comparisons. Each participant was presented with one of four manipulated buying scenarios with an advertisement during the course of the experimental procedure. Participants were recruited from four specifically selected classes in the Department of Design and Human Environment at Oregon State University. A total of 164 college students volunteered to participate in the surveys. Frequency distributions, descriptive statistics, correlations, MANOVA and One-Way ANOVA were used in the data analyses. In the test of correlation among variables, brand familiarity was found to be related to the brand personality dimensions of competence, sincerity, excitement, and ruggedness. The findings indicated that consumers' perceptions of brand personality and brand familiarity did not vary based on the rebranding strategy of adopting a new designer associated with the Eddie Bauer brand. The results of ANOVA analysis indicated that the rebranding strategy of adopting a new product design line that appeals to a younger demographic affects consumers' perceptions of the brand personality of ruggedness. The results of MANOVA indicated that the rebranding strategy of adopting a new designer and a new product design line affected consumers' perceptions of the brand personality of sophistication. These results point to the conclusion that of the three hypothesized rebranding strategies, only the two that targeted a new demographic affected consumer perception of brand personality. The results of this study implied that a rebranded brand only exposed through new advertisements is not enough to change consumers' perceptions of brand personality and brand familiarity. These findings suggest that when apparel companies and retailers want to employ rebranding strategies, both the marketing mix and marketing communication mix (promotion mix) should be considered. Thus, consumers can experience an inclusive representation of a marketing agent's idea, and gain more understanding about the rebranded brands, increasing their perceptions of brand personality and brand familiarity.
Author: Victoria Homeier
Publisher: Grin Publishing
ISBN: 9783668604872
Category :
Languages : en
Pages : 40
Get Book Here
Book Description
Bachelor Thesis from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, FH Vienna, language: English, abstract: In order for brands to satisfy the changing needs of consumers and to gain competitive advantage the number of brand extensions carried through is increasing constantly. This literature based work aims to identify influential factors for consumer acceptance of brand extensions and will have a closer look at the role of brand knowledge in this process. The focus will be on the evaluation of importance of the perceived fit and on determining how this factor can be used by marketers. The first part of this work gives an insight into brands and brand management, as branding is the base for brand extensions. Then it concentrates on brand extension from a marketing point of view in order to create a common understanding for this strategy. Furthermore it gives details about the consumer-decision making process in order to allow the reader to understand how brands are perceived by consumers. The second part then talks about the consumer evaluation of brand extensions, by giving details about influential factors on this process and how this can be monitored by marketers. It then goes into detail about the perceived fit as influential factor. Finally the findings are discussed with regard to the research requests and conclusions are drawn.
Author: Gail Ferreira
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
Get Book Here
Book Description
Author: Katarina Kern Pirnat
Publisher:
ISBN:
Category :
Languages : en
Pages : 82
Get Book Here
Book Description
Author: Shavanna Prakash
Publisher:
ISBN:
Category : Branding (Marketing)
Languages : en
Pages : 144
Get Book Here
Book Description
Author:
Publisher:
ISBN: 9788175541092
Category :
Languages : en
Pages :
Get Book Here
Book Description
Author: Jean-Noël Kapferer
Publisher: Kogan Page Publishers
ISBN: 0749464925
Category : Business & Economics
Languages : en
Pages : 408
Get Book Here
Book Description
Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies. Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down. Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands. Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.
Author: Tugba Deniz
Publisher:
ISBN: 9783668112520
Category :
Languages : en
Pages : 170
Get Book Here
Book Description
Master's Thesis from the year 2015 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 110, language: English, abstract: Recently, a lot of big corporations are pruning their portfolio just to be present with their big global brands. Even if it seems like managing global brands are easy, a lot of companies are facing with problems. Many global brands are using different names, different logos or different positioning strategies around the globe. Especially in an increasingly global world, consumers' likelihood of noticing these differences have been dramatically increased. Suprisingly, so far the effects of these differences were ignored by both scholars and practitioners. This study strikes the first match about this topic. Consumers' evaluation of the global brands' attributes, the perception of these differences and likelihood of purchase are investigated in the case of three conditions; global brands with different names, with different logos and with different positioning strategies. In all conditions, consumers' evaluation about attributes of brands is changing. In line with previous literature, a high percentage of people perceive the differences as local adaptations. Lastly but most importantly, it is found that likelihood of purchase both in home country and in abroad is decreased in all the cases.
