Rebranding effect on customer-based brand equity, perceived value and loyalty: case Fast Delivery

Abstract

In marketing research, rebranding strategies are becoming increasingly important. Several researchers have attempted to assess the risks that these changes can cause in terms of brand awareness, perceived value, and loyalty. The purpose of this study is to evaluate the impact on a specific case, namely the delivery company Fast Delivery. Three changes are tested using an experimental design with 391 respondents. The results show a negative impact on brand awareness, with a slight decrease, whereas the impact on brand equity, perceived value, reuse, and recommendation intentions is positive, favoring the name, typography, and slogan change over the other two changes.