Assessing the influence of rebranding and cultural-factors on consumer brand’s perception : a fictional product rebranding experiment
SONAR|HES-SO
- Brönnimann, Thomas
- Shepherd, Mark (Degree supervisor)
- Genève : Haute école de gestion de Genève
70 p.
Bachelor of Science HES in International Business Management: Haute école de gestion de Genève, 2022
English
This bachelor thesis seeks to understand the impact of rebrand on the consumer's perception of this change in visual identity and to identify whether the cultural factor influences this perception. It will be useful for companies, marketing managers, brand managers, and executive to understand the importance of the consumer's perception during the rebranding process but also of the transcultural factor that can appear during an international business. To conduct this study, we designed an experiment using the example of the internationally recognized company, Red Bull. We then submitted this experiment to two different groups of consumers, Swiss and US. Switzerland and the United States, even
if considered as Western nations, do not have the same approach to consumption neither
the same way of perceiving a brand and its communication. We discovered that there is a significant effect on consumer perception when undergoing a rebranding and that culture dissimilarity also influences this perception. Brand advocacy and attachment are differently perceived among our two samples. These factors are correlated with the perceived quality of the product and the level of interest/involvement in the brand meaning that a high level of interest and a greater perceived quality result in a positive perception of a rebrand. There are also different individual influencing characteristics that underline these dissimilarities between two cultures such as the brand loyalty, the brand familiarity as well as consumption behavior and the reasons why people consume the product. For example, the term chosen for the new brand induces for some people new brand attributes and impacts their perception while for others, less familiar with the brand, perception is less or not impacted. At the sample level, the differences are not particularly noticeable, but considering that the sample represents a whole population, the results will be more obvious. Indeed, the outliers allow us to assert that there is a change in perceptions according to the culture of the consumer.
if considered as Western nations, do not have the same approach to consumption neither
the same way of perceiving a brand and its communication. We discovered that there is a significant effect on consumer perception when undergoing a rebranding and that culture dissimilarity also influences this perception. Brand advocacy and attachment are differently perceived among our two samples. These factors are correlated with the perceived quality of the product and the level of interest/involvement in the brand meaning that a high level of interest and a greater perceived quality result in a positive perception of a rebrand. There are also different individual influencing characteristics that underline these dissimilarities between two cultures such as the brand loyalty, the brand familiarity as well as consumption behavior and the reasons why people consume the product. For example, the term chosen for the new brand induces for some people new brand attributes and impacts their perception while for others, less familiar with the brand, perception is less or not impacted. At the sample level, the differences are not particularly noticeable, but considering that the sample represents a whole population, the results will be more obvious. Indeed, the outliers allow us to assert that there is a change in perceptions according to the culture of the consumer.
- Language
-
- English
- Classification
- Economics
- Notes
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- Haute école de gestion de Genève
- International Business Management
- hesso:hegge
- Persistent URL
- https://folia.unifr.ch/global/documents/321986
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