Corporate Rebranding Strategy and Gender Patterns: Impacts on Rebranded Brand Attitudes and Ambivalence Towards Rebranding
Year: 2013
Type: article
Abstract: This paper aims to examine the impacts of rebranding strategies and gender patterns on consumers' ambivalent attitudes towards rebranding and rebranded brand attitude.Three types of revolutionary rebranding strategies are manipulated in the test and the results seconded the proposition that the choice of rebranding strategies affects respondents' brand attitudes and ambivalence towards rebranding significantly.Results show that the more varied a rebranded corporate brand name from the familiar parent brand names, the weaker is the brand association between them.Radically Changed (RC) corporate brand name is consistently perceived to be different from a Joined Name (JN) and an Acquirer Dominnat (AD) name, and has the highest mean scores across all tests.Significant interaction effects between gender and rebranding strategy are obtained and detail comparisons between both genders are made across three rebranding strategies.Women are found to experience higher mixed feelings, and hence portray higher ambivalence scores than men.Marketing and theoretical implications are discussed.
Author: Grace Phang Ing
Language: English
Subfield: Marketing
Domain: Social Sciences
SDG: Gender equality
Open Access status: green
OpenAlex ID: W209774267