What happens after product rebranding: understanding the interrelational effect of brand attachment, brand distinctiveness and consumer attitudes on brand loyalty

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.

Citation

Mensah, I. and Brew, Y. (2023), "What happens after product rebranding: understanding the interrelational effect of brand attachment, brand distinctiveness and consumer attitudes on brand loyalty", African Journal of Economic and Management Studies, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/AJEMS-06-2023-0216