I Don’T Know You Anymore: Effects of Identity-Based Motivation on Responses to Rebranding

Richie Liu, Washington State University, USA
Jeff Joireman, Washington State University, USA
David Sprott, Washington State University, USA
Eric Spangenberg, Washington State University, USA
Previous research on consumer responses to rebranding has not drawn much attention in the marketing domain. We extend prior work in this area by considering the identity-based motivation model to further our theoretical understanding of rebranding’s (e.g., brand logo change) impact on brand attitudes and purchase intention.
[ to cite ]:
Richie Liu, Jeff Joireman, David Sprott, and Eric Spangenberg (2014) ,"I Don’T Know You Anymore: Effects of Identity-Based Motivation on Responses to Rebranding", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 798-798.