Consumer reaction to service rebranding
| Affiliation auteurs | !!!! Error affiliation !!!! |
| Titre | Consumer reaction to service rebranding |
| Type de publication | Journal Article |
| Year of Publication | 2015 |
| Auteurs | Collange V |
| Journal | JOURNAL OF RETAILING AND CONSUMER SERVICES |
| Volume | 22 |
| Pagination | 178-186 |
| Date Published | JAN |
| Type of Article | Article |
| ISSN | 0969-6989 |
| Mots-clés | Brand attachment, Brand equity, Brand name, Rebranding, Service place |
| Résumé | The aim of this research is to understand consumers' reactions to brand name changes in the service sector. To this end, a quantitative study was conducted of 320 customers and eight cases of service rebranding. The results show that three variables explain the change in attitudes toward the service after its rebranding: (1) proximity between the new brand name and the service, (2) difference in image between the old and the new brand names, and (3) attachment to the service place. These results help us to identify the key factors for successful brand name substitution in services. (C) 2014 Elsevier Ltd. All rights reserved |
| DOI | 10.1016/j.jretconser.2014.07.003 |