Factors influencing effective rebranding strategy

Scholars and marketers have tried to formulate effective rebranding strategies to expand target markets and retain loyal customers. Yet, advice from scholars seems largely based on qualitative studies rather than on research evidence. To fill the gap, this study, using a quantitative approach, sets out to examine how rebranding evaluation can be affected by consumer innovativeness, brand loyalty and perceived brand image fit. The findings demonstrate that brand equity can be improved when rebranding is evaluated positively. Innovative customers tend to evaluate rebranding more positively than others. Furthermore, customers who were more loyal to the initial brand may pay more attention to brand image fit before and after rebranding when making evaluations.