产品品牌重塑后会发生什么:了解品牌依恋、品牌独特性和消费者态度对品牌忠诚度的相互关系效应

Isaac Mensah, Yaw Brew
{"title":"产品品牌重塑后会发生什么:了解品牌依恋、品牌独特性和消费者态度对品牌忠诚度的相互关系效应","authors":"Isaac Mensah, Yaw Brew","doi":"10.1108/ajems-06-2023-0216","DOIUrl":null,"url":null,"abstract":"Purpose Product rebranding is increasingly popular, but brand managers are sceptical about its implications on brand loyalty (BL). Given the limited empirical literature on the subject, this study examines the interrelational effect of brand attachment (BA), brand distinctiveness (BD) and consumer attitudes (CA) towards product rebranding on brand loyalty (BL). Design/methodology/approach The study adopted the quantitative survey design and used questionnaire to gather data from 349 consumers of rebranded water, alcoholic and non-alcoholic beverages. Structural equation modelling was used to analyse the data. This study integrates psychology theories into brand management research to propose and test a holistic model. Findings The study found a significant effect of BA on CA toward product rebranding, and CA toward product rebranding fully mediates the relationship between BA and BL. Furthermore, BD has a significant effect on BL, and further moderates the relationship between BA and BL. Originality/value This study offers a fresh theoretical foundation, conceptual clarity and understanding of how rebranding specific brand elements affect the attitudes and BL of consumers who are emotionally connected to a brand. This paper offers practical insights into the implication of product rebranding on CA, BD and BL. It reveals a holistic guidance to brand managers on how to use their unique knowledge about their consumers to create distinctive brands and emotional affection, passion and connections to their brands.","PeriodicalId":46031,"journal":{"name":"African Journal of Economic and Management Studies","volume":"71 1","pages":"0"},"PeriodicalIF":1.4000,"publicationDate":"2023-11-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"What happens after product rebranding: understanding the interrelational effect of brand attachment, brand distinctiveness and consumer attitudes on brand loyalty\",\"authors\":\"Isaac Mensah, Yaw Brew\",\"doi\":\"10.1108/ajems-06-2023-0216\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Purpose Product rebranding is increasingly popular, but brand managers are sceptical about its implications on brand loyalty (BL). Given the limited empirical literature on the subject, this study examines the interrelational effect of brand attachment (BA), brand distinctiveness (BD) and consumer attitudes (CA) towards product rebranding on brand loyalty (BL). Design/methodology/approach The study adopted the quantitative survey design and used questionnaire to gather data from 349 consumers of rebranded water, alcoholic and non-alcoholic beverages. Structural equation modelling was used to analyse the data. This study integrates psychology theories into brand management research to propose and test a holistic model. Findings The study found a significant effect of BA on CA toward product rebranding, and CA toward product rebranding fully mediates the relationship between BA and BL. Furthermore, BD has a significant effect on BL, and further moderates the relationship between BA and BL. Originality/value This study offers a fresh theoretical foundation, conceptual clarity and understanding of how rebranding specific brand elements affect the attitudes and BL of consumers who are emotionally connected to a brand. This paper offers practical insights into the implication of product rebranding on CA, BD and BL. It reveals a holistic guidance to brand managers on how to use their unique knowledge about their consumers to create distinctive brands and emotional affection, passion and connections to their brands.\",\"PeriodicalId\":46031,\"journal\":{\"name\":\"African Journal of Economic and Management Studies\",\"volume\":\"71 1\",\"pages\":\"0\"},\"PeriodicalIF\":1.4000,\"publicationDate\":\"2023-11-07\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"African Journal of Economic and Management Studies\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/ajems-06-2023-0216\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"ECONOMICS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"African Journal of Economic and Management Studies","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/ajems-06-2023-0216","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"ECONOMICS","Score":null,"Total":0}
引用次数: 0

摘要

产品重塑品牌越来越受欢迎,但品牌经理对其对品牌忠诚度(BL)的影响持怀疑态度。鉴于这一主题的实证文献有限,本研究考察了品牌依恋(BA)、品牌独特性(BD)和消费者对产品重塑的态度(CA)对品牌忠诚度(BL)的相互关系影响。设计/方法/方法本研究采用定量调查设计,采用问卷调查的方式,对349名饮用更名水、酒精饮料和非酒精饮料的消费者进行数据收集。采用结构方程模型对数据进行分析。本研究将心理学理论融入品牌管理研究,提出并检验一个整体模型。研究发现,品牌行为对产品品牌再造行为的影响显著,品牌行为对产品品牌再造行为的影响充分中介了品牌行为对品牌行为的影响,而品牌行为对品牌行为的影响显著,并进一步调节了品牌行为对品牌行为的影响。概念清晰度和理解重塑特定品牌元素如何影响与品牌有情感联系的消费者的态度和BL。本文对产品品牌重塑对CA、BD和BL的影响提供了实际的见解。它为品牌经理提供了一个全面的指导,告诉他们如何利用他们对消费者的独特了解来创造独特的品牌,以及与品牌的情感、激情和联系。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
What happens after product rebranding: understanding the interrelational effect of brand attachment, brand distinctiveness and consumer attitudes on brand loyalty
Purpose Product rebranding is increasingly popular, but brand managers are sceptical about its implications on brand loyalty (BL). Given the limited empirical literature on the subject, this study examines the interrelational effect of brand attachment (BA), brand distinctiveness (BD) and consumer attitudes (CA) towards product rebranding on brand loyalty (BL). Design/methodology/approach The study adopted the quantitative survey design and used questionnaire to gather data from 349 consumers of rebranded water, alcoholic and non-alcoholic beverages. Structural equation modelling was used to analyse the data. This study integrates psychology theories into brand management research to propose and test a holistic model. Findings The study found a significant effect of BA on CA toward product rebranding, and CA toward product rebranding fully mediates the relationship between BA and BL. Furthermore, BD has a significant effect on BL, and further moderates the relationship between BA and BL. Originality/value This study offers a fresh theoretical foundation, conceptual clarity and understanding of how rebranding specific brand elements affect the attitudes and BL of consumers who are emotionally connected to a brand. This paper offers practical insights into the implication of product rebranding on CA, BD and BL. It reveals a holistic guidance to brand managers on how to use their unique knowledge about their consumers to create distinctive brands and emotional affection, passion and connections to their brands.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
CiteScore
3.20
自引率
7.70%
发文量
41
期刊介绍: African Journal of Economic and Management Studies (AJEMS) advances both theoretical and empirical research, informs policies and practices, and improves understanding of how economic and business decisions shape the lives of Africans. AJEMS is a multidisciplinary journal and welcomes papers from all the major disciplines in economics, business and management studies.
期刊最新文献
Examining the relationship between inclusive growth and tax revenue mobilization: additional evidence from sub-Saharan African countries Tariff effects on industrial performance: symmetric and asymmetric evidence from Nigeria Assessing the extent of exchange rate risk pricing in equity markets: emerging versus developed economies Fiscal policy and poverty reduction in sub-Saharan Africa: is the relationship influenced by the business cycle? Ownership structure and financial distress: is the tale from Sub-Saharan Africa different?
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1