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Consumer reaction to service rebranding

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.
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Contributor : Crego - Université de Bourgogne <>
Submitted on : Monday, March 14, 2016 - 2:54:23 PM
Last modification on : Tuesday, October 27, 2020 - 2:34:47 PM



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



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