Rebranding - A Possibility without Risk? : A Case Study of Circle K
Abstract: Background: The number of acquisitions is continuously increasing andthey are often an important source for competitive advantage. Meanwhile, acquisitions can be a hazardous investment and many do not succeed in creating the expected value. When seeking value creation, corporations can occasionally rebrand in the company. However, the challenges associated with corporate rebranding are sometimes inevitable. Therefore, a developed understanding of the challenges associated with corporate rebranding is required by investigation. Purpose: The purpose of the research is to investigate the corporate rebranding, from the aspect of customer satisfaction, brand equity and customer mindset. Moreover, the relationship between customer satisfaction, customer loyalty and brand equity will be examined. Execution: A quantitative research method is applied where empirical data is collected through structured interviews with customers of Circle K. The findings will be utilised for the data interpretation and analysis, as well as for the conclusion of the research. Conclusion: Rebranding does not result into a negative customer mindset or brand equity. However, the research shows that the rebranding has a positive influence on the customer satisfaction, and that there is a positive relationship between customer satisfaction and loyalty. In turn, the customer loyalty is proven to affect the brand equity positively. The customer satisfaction of the new brand decreased compared to the original brand. Conversely, the difference in customer loyalty between the original and new brand cannot be proven and therefore there is no negative connection between loyalty to the original brand and loyalty to the new brand.
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