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Article Dans Une Revue Journal of Retailing and Consumer Services Année : 2015

Consumer reaction du service rebranding

Les réactions du consommateur au changement de nom de marque


The aim of this research is to understand consumers׳ reactions to brand name changes in the service sector. To this end, a quantitative study was conducted of 320 customers and eight cases of service rebranding. The results show that three variables explain the change in attitudes toward the service after its rebranding: (1) proximity between the new brand name and the service, (2) difference in image between the old and the new brand names, and (3) attachment to the service place. These results help us to identify the key factors for successful brand name substitution in services.
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Dates et versions

hal-01667251 , version 1 (19-12-2017)



Véronique Collange. Consumer reaction du service rebranding. Journal of Retailing and Consumer Services, 2015, 22, pp.178-186. ⟨10.1016/j.jretconser.2014.07.003⟩. ⟨hal-01667251⟩
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