Consumer Perceptions of Rebranding: The Case of Logo Changes

Consumer Perceptions of Rebranding: The Case of Logo Changes

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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.I had known Dr. Peterson from the time I was doing my MBA here and in fact he was one of the main people that have also encouraged me to apply to the PhD program. His support and encouragement just goes beyond what words can say.

Title:Consumer Perceptions of Rebranding: The Case of Logo Changes
Author: Saleh Abdulaziz AlShebil
Publisher:ProQuest - 2007

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