Consumer Responses to "Rebranding". The Concept of Brand by Teresa Pavelka PDF

By Teresa Pavelka

Bachelor Thesis from the 12 months 2014 within the topic enterprise economics - corporation formation, enterprise Plans, grade: 1,3, collage of Bayreuth (Rechts- und Wirtschaftswissenschaftliche Fakultät), direction: Abschlussarbeit am Lehrstuhl für advertising, language: English, summary: Rebranding is a regularly used advertising degree at any time when enterprises attempt for alterations within the actual components in their manufacturers or their model administration. This paper analyzes how shoppers’ model knowledge and model picture is affected, while shoppers are faced with altered model names and emblems. by way of elaborating the idea that of name fairness transfers and 4 diverse customer reaction situations, mental theories and results are derived and regarding common findings of rebranding-caused model fairness loss.

"Rebranding" ist ein vielfach-angewandtes Marketinginstrument für den Fall, dass Unternehmen Veränderungen in physischen Markenmerkmalen oder ihrem Markenmanagement anstreben. Diese Arbeit untersucht wie Markenbekanntheit und Markenimage von Konsumenten beeinflusst werden, wenn Konsumenten mit veränderten Markennamen und –symbolen konfrontiert werden. Anhand der Ausarbeitung des Konzepts von Markenwert-Transfers sowie vier unterschiedlichen Konsumentenreaktionen werden psychologische Theorien und Effekte abgeleitet und in Zusammenhang mit verbreiteten Forschungsergebnissen über "Rebranding"-induzierte Verluste im Markenwert gesetzt.

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Consumer Responses to "Rebranding". The Concept of Brand Equity Transfers and Four Different Consumer Response Scenarios by Teresa Pavelka


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