I Don’T Know You Anymore: Effects of Identity-Based Motivation on Responses to Rebranding
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.
Citation:
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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 798-798.
Authors
Richie Liu, Washington State University, USA
Jeff Joireman, Washington State University, USA
David Sprott, Washington State University, USA
Eric Spangenberg, Washington State University, USA
Volume
NA - Advances in Consumer Research Volume 42 | 2014
Share Proceeding
Featured papers
See MoreFeatured
Brand Relationships in a "Post-Fact” World
Luciana Velloso, York University, Canada
Eileen Fischer, York University, Canada
Featured
Effortful but Valuable: How Perceptions of Effort Affect Charitable Gift Choice and Valuations of Charity
Haesung Annie Jung, University of Texas at Austin, USA
Marlone Henderson, University of Texas at Austin, USA
Featured
It’s About Trust: The Diffusion of Deviant Consumer Behavior
Peter Voyer, University of Windsor