| dc.description.abstract | 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. | en_US |
