Impact of rebranding on brand loyalty: case Yassir

Abstract

This research work examined the impact of Yassir’s rebranding on customer-based brand loyalty, with a focus on the mediating role of brand attitude in this relationship. The presented study, grounded in empirical analysis, employed a quantitative research approach by conducting a survey on a sample of 400 respondents using both IBM SPSS Statistics 25 for descriptive analysis and SmartPLS4 for structural equation modeling to test the hypotheses. The findings revealed that rebranding has an indirect positive effect on brand loyalty through brand attitude acting as a mediator.