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Consumer reaction to service rebranding

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  • Collange, Véronique

Abstract

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.

Suggested Citation

  • Collange, Véronique, 2015. "Consumer reaction to service rebranding," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 178-186.
    • Handle: RePEc:eee:joreco:v:22:y:2015:i:c:p:178-186
    DOI: 10.1016/j.jretconser.2014.07.003
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    References listed on IDEAS

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    Cited by:

    1. Rian Beise-Zee, 2022. "Brand equity retention after rebranding: a resource-based perspective," Journal of Brand Management, Palgrave Macmillan, vol. 29(2), pages 208-224, March.
    2. Kannou, Ahmed, 2024. "Les Facteurs Clés de Succès d'une Substitution d’Enseignes [The Key Success Factors of Brand Substitution]," MPRA Paper 120234, University Library of Munich, Germany.

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