Thesis
AN ABSTRACT OF THE THESIS OF
I-Hui She for the degree of Master of Science in Design and Human Environment presented on September 16, 2010.
Title: The Effect of Retailers’ Rebranding Processes on Consumers’ Perceptions of a Rebranded Brand
Abstract approved:
_________________________________________________________________
Leslie D. Burns
When apparel companies and retailers attempt to strengthen their established brands and existing markets, there are two primary strategies for companies and retailers: 1) adopting a new designer for an existing brand to attract a new target customer, and/or 2) adding a product design line to an existing brand to be a focus for a new target customer.
The purpose of this study was to investigate how the
rebranding strategy of adopting a new designer or a new product design line influences consumers’ perceptions of brand personality and brand familiarity in relation to the Eddie Bauer brand.
A two × two factorial between-subjects design was conducted to examine consumers’ perceptions of brand personality and brand familiarity. The two
independent variables were a new designer and a new product design line. research included one control group as a base for comparisons.
This
Each participant
was presented with one of four manipulated buying scenarios with an advertisement during the course of the experimental procedure.
Participants were
recruited from four specifically selected classes in the Department of Design and
Human Environment at Oregon State University.
A total of 164 college students
volunteered to participate in the surveys.
Frequency distributions, descriptive statistics, correlations, MANOVA and
One-Way ANOVA were used in the data analyses. In the test of correlation among variables, brand familiarity was found to be related to the brand personality dimensions of competence, sincerity, excitement, and ruggedness.
The findings indicated that consumers’
I-Hui She for the degree of Master of Science in Design and Human Environment presented on September 16, 2010.
Title: The Effect of Retailers’ Rebranding Processes on Consumers’ Perceptions of a Rebranded Brand
Abstract approved:
_________________________________________________________________
Leslie D. Burns
When apparel companies and retailers attempt to strengthen their established brands and existing markets, there are two primary strategies for companies and retailers: 1) adopting a new designer for an existing brand to attract a new target customer, and/or 2) adding a product design line to an existing brand to be a focus for a new target customer.
The purpose of this study was to investigate how the
rebranding strategy of adopting a new designer or a new product design line influences consumers’ perceptions of brand personality and brand familiarity in relation to the Eddie Bauer brand.
A two × two factorial between-subjects design was conducted to examine consumers’ perceptions of brand personality and brand familiarity. The two
independent variables were a new designer and a new product design line. research included one control group as a base for comparisons.
This
Each participant
was presented with one of four manipulated buying scenarios with an advertisement during the course of the experimental procedure.
Participants were
recruited from four specifically selected classes in the Department of Design and
Human Environment at Oregon State University.
A total of 164 college students
volunteered to participate in the surveys.
Frequency distributions, descriptive statistics, correlations, MANOVA and
One-Way ANOVA were used in the data analyses. In the test of correlation among variables, brand familiarity was found to be related to the brand personality dimensions of competence, sincerity, excitement, and ruggedness.
The findings indicated that consumers’