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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’ perceptions of brand personality and brand familiarity did not vary based on the rebranding strategy of adopting a new designer associated with the Eddie Bauer brand. The results of ANOVA analysis indicated that the rebranding strategy of adopting a new product design line that appeals to a younger demographic affects consumers’ perceptions of the brand personality of ruggedness.

The results of MANOVA indicated that the

rebranding strategy of adopting a new designer and a new product design line

affected consumers’ perceptions of the brand personality of sophistication. These results point to the conclusion that of the three hypothesized rebranding strategies, only the two that targeted a new demographic affected consumer perception of brand personality.

The results of this study implied that a rebranded brand only exposed through new advertisements is not enough to change consumers’ perceptions of brand personality and brand familiarity. These findings suggest that when apparel companies and retailers want to employ rebranding strategies, both the marketing mix and marketing communication mix (promotion mix) should be considered. Thus, consumers can experience an inclusive representation of a marketing agent’s idea, and gain more understanding about the rebranded brands, increasing their perceptions of brand personality and brand familiarity.

©Copyright by I-Hui She
September 16, 2010
All Rights Reserved

The Effect of Retailers’ Rebranding Processes
On Consumers’ Perceptions of a Rebranded Brand

by
I-Hui She

A THESIS
submitted to
Oregon State University

in partial fulfillment of
the requirement for the
degree of
Master of Science

Presented September 16, 2010
Commencement June 2011

Master of Science thesis of I-Hui She presented on September 16, 2010 APPROVED:

________________________________________________________
Major Professor, representing Design and Human Environment

________________________________________________________
Chair of...
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