Consumer reaction to service rebranding

Véronique Collange (1)

1 CREGO - Centre de Recherche en Gestion des Organisations (EA 7317)

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.

Mots clés: Brand attachment; Brand equity; Brand name; Rebranding; Service place

Domaines: Gestion et management

Véronique Collange. Consumer reaction to service rebranding. Journal of retailing and consumer services, 2015, 22, pp.178-186. ⟨10.1016/j.jretconser.2014.07.003⟩. ⟨halshs-01288014⟩