EXAMINING THE IMPACT OF REBRANDING STRATEGIES ON BRAND LOYALTY IN COMPETITIVE MARKETS: A CONSUMER RETENTION PERSPECTIVE

Abstract The focus of this research is to gain insight into brand loyalty after rebranding literature by investigating: (a) the comparative change in customer trust for a brand; (b) the comparative change in customer brand commitment; (c) the comparative change in attitudinal and behavioural loyalty of the customers towards the brand after the change in the brand name. We have checked the customers loyalty towards the brand after the name change. The study makes a unique contribution by segmenting loyalty into attitudinal and behavioural forms. Survey methodology is employed to gather responses from 1137 Glow & Lovely face cream customers. Data is collected through a structured questionnaire with statements rated on a 7-point Likert scale. Convenience sampling is utilized, and the data analysis is conducted using Partial Least Square (PLS) 4.0.9.9. The key objective of the research is to offer comprehensive information regarding the customers loyalty after rebranding.