The role of brand equity in a new rebranding strategy of a private label brand

Volume: 117, Pages: 497 - 507
Published: Sep 1, 2020
Abstract
null null The purpose of this study is to understand the effects of the rebranding process on private label performance output, namely, on brand equity. More specifically, the study aims to investigate the performance of brand equity constructs (brand awareness, brand associations, perceived quality and brand loyalty) before and after the rebranding process. A questionnaire was administered to 466 shoppers, who put forth their perceptions, of...
Paper Details
Title
The role of brand equity in a new rebranding strategy of a private label brand
Published Date
Sep 1, 2020
Volume
117
Pages
497 - 507
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