"Out with the old, in with the new". How does the corporate rebranding of a nationally attached organization influence a consumer's brand perception?
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- Master of Science 
Brands are an essential communication tool organisations utilise to develop their relationship with consumers. Some brands attempt to create a strong connection via attachment to nationality using nationally attached brand elements. However, when brands fail to generate desired bonds, they conduct the risky practice of rebranding. With the rise of rebranding and a noted trend of rebranding removing nationally attached brand elements, this became an area of interest to investigate further, considering the lack of agreement in rebranding literature and the lack of exploration of this topic. This study aims to explore the effects of rebranding nationally attached organizations on consumer brand perception and the role individual national attachment plays. Using a quantitative study built around a survey, the proposed conceptual model is tested utilizing a Paired T-Test, Chi- Square test of independence, and linear regression analysis to unearth if consumer perceptions are significantly more negative when nationally attached brand elements are removed and if this is moderated by an individual’s attachment to nationality. The findings show no significant statistical evidence to support the removal of nationally attached brand elements are the main effect and no significant statistical for the moderation mentioned. However, the study does highlight the creation of more statistically significant negative perceptions for the new brand than the old. This study suggests national attachment is not found to have a significant role in rebranding, but notes rebranding is a risky practice for marketers to partake in.
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2022