BRAND ATTACHMENT AND BRAND LOYALTY: THE MEDIATING ROLE OF CONSUMER

EMOTIONS AND ATTITUDES TOWARDS PRODUCT REBRANDING

Purpose
Based on the Brand attachment theory, Cue utilisation theory, and the Signalling theory, the aim of this
study is to examine the impact of brand attachment on brand loyalty and the mediating roles of consumer
emotions and attitudes toward product rebranding.
Design/methodology/approach
Four hypotheses were tested using the quantitative survey design. Questionnaires were used to gather data
from 349 consumers of rebranded water, alcoholic and non-alcoholic beverages in Ghana. Covariance-
based Structural Equation Modelling was used to analyze the data.
Findings
The study found a positive and significant effect of brand attachment on consumer emotions and attitudes
toward product rebranding. Also, consumer emotions influence attitudes toward product rebranding and
fully mediate the relationship between brand attachment and brand loyalty. Furthermore, while brand
attachment significantly influences consumer attitudes toward product rebranding, the latter does not
mediate the relationship between brand attachment and brand loyalty.
Originality
This paper appears to be among the first to integrate psychology theories into brand management research
to propose and test a holistic model, delineating the effect of brand attachment on consumer emotions and
attitudes, affecting brand loyalty in the water and beverage manufacturing industry.
Research implications
This study offers fresh theoretical foundation, conceptual clarity, and understanding into how rebranding
specific brand elements affect the emotions, attitudes and brand loyalty of consumers who are
emotionally connected to a brand.
Practical implications
Rebranding is increasingly popular, but brand managers are skeptical about its implications on brand
loyalty. This paper offers a better understanding and practical insights into the implication of product
rebranding on consumer emotions, attitudes and brand loyalty. It reveals a holistic guidance to brand
managers on how to use their unique knowledge about their consumers to create emotional affection,
passion and connections to their brands.
Key Words: Brand attachment, consumer emotions, product rebranding, brand loyalty, Ghana

Background
Brand is a strategic intangible asset that has generated extensive literature in the field of marketing and
brands management (Azamat, Galiya, Bezhan and Nurdana, 2023; Niyas and Kavida, 2023). This is
because a brand offers legal identity, physical protection, market advantage, and helps consumers make
purchase decisions (Yalley, 2021; Marques, da Silva, Davcik, and Faria, 2020). The process of branding
involves associating a product with brand elements and building a strong connection and familiarity
between the consumer and the brand through effective marketing programs (Keller and Kotler, 2022).
Despite the relevance of branding, changes in consumer taste and preference, market dynamics,
regulatory conditions, product safety and security, counterfeiting, and intense competition may cause the
brand to wane (Marques et al., 2020; Joseph, Gupta, Wang and Schoefer, 2021). Managers of the brand
are therefore compelled to make minor “evolutionary” or major “revolutionary” variations or rebrand the
existing brand elements (Blazquez, Mattich, Henninger and Helberger, 2019). The objective of
evolutionary or revolutionary rebranding of brand elements like product package, designs, color, taste,
label, name, slogan or logo is firm-strategic because it gives the product a new image and position,
improves product authenticity, mitigate counterfeiting, and enhance product safety and security (Wilson
and Grammich, 2020; Kennedy, Wilson and Labrecque, 2017). From the customer-brand relationship
theory (Fournier, 1998), Kwon, Jung, Choi and Kim (2021) averred that in the changing marketing
environment, the brand’s relationship with the consumer is very important, and must be kept stable and
long lasting based on in-depth understanding of the consumers and their experiences.
In the last twenty years, rebranding has become common across several industries (Joseph et al., 2021). In
the water, alcoholic and non-alcoholic beverages industry of Ghana for instance, Voltic Ghana Limited
(Ltd), rebranded (changed) the water bottle, and added “cool pack” sachet water brand to its original
franchise from Coca-Cola Beverage Africa. In their attempt to offer new image and reposition their
brands, Guinness Ghana Breweries Ltd, an alcoholic beverage manufacturer, spent huge investment to
rebrand the Guinness and Origin Beer, while Kasapreko Company Ltd also rebranded its flagship product
“Alomo Bitters” with a new stylish bottle with a hologram sleeve to provide temper proof seal of
authenticity, mitigate against counterfeiting and ensuring security and safety.
The brand attachment theory explains that there is a psychological phenomenon of “emotional
connection” between a consumer and brand (Shimul, 2022). Therefore, a well-managed rebranding
exercise strengthens consumer-brand relationships leading to positive consumer reactions (Blazquez et
al., 2019; Fournier, 1998) and a strong competitive advantage (Tenai and Kwasira, 2020). Despite the
positive effect of rebranding exercises on delivering successful brand image and positioning, others fail to
impress or generate the needed positive reactions and be accepted by loyal customers (Yeboah and
Addaney, 2016; Muzellec and Lambkin, 2006). Some consumers perceive rebranding as a means to
correct a defect in the product and this affects their emotional connection, passion, affection and reactions
toward the new product or the new brand elements. Hence, it is wrong to assume that consumer emotional
attachment and reaction to a product automatically trigger positive behaviour so far as rebranding has
taken place (Bamfo et al., 2018). From the cue utilization and the signaling theory, if loyal customers who
are emotionally connected to the old product do not appreciate and favor the new brand elements (cues),
alter their emotions and attitudes and, thus negatively affecting the overall objective of the rebranding
exercise (Williams, Son, Walsh, and Park, 2021; Bamfo, Dogbe, and Osei-Wusu, 2018).
Rebranding cost businesses huge investment. For example, it cost UK's Royal Mail £2.5 million to
rebrand to Consignia and additional £1 million to change the name back to Royal Mail. It is, therefore,
always imperative that rebranding decisions are anchored on theory and research (Muzellec and Lambkin,
2006). But unfortunately, there is limited studies on how consumer emotions and attitudes arising from
product rebranding affect brand loyalty, especially among loyal consumers who are emotionally
connected to, affected and passionate about the brand. This phenomenon is yet to be thoroughly
understood in a holistic approach (Bergel et al., 2019; So et al., 2016a Li et al., 2020). Marques et al.
(2020) and Collange and Bonache (2015) posit that there is limited and scarce literature on rebranding
that focuses on consumer psychological reactions arising from product rebranding, and the effect on
brand loyalty. Additionally, Collange (2015) posits that the limited studies on consumer psychological
reactions and behaviour towards rebranding exercise makes the realization of rebranding benefits a
mirage for firms, especially in the manufacturing industry. The few existing studies on rebranding have
focused on corporate rebranding (Beise-Zee, 2022; Kaul and Arora, 2022; Yalley, 2021; Joseph et al.,
2020; Ali et al., 2019; Ampadu et al., 2015), institutional rebranding strategies (Stuart, 2018) in the
telecommunication industry (Opuni, et al., 2013), banking industry (Kaul and Arora, 2022; Hamidu et al.,
2020; Yeboah and Addaney, 2016), and the oil and gas industry (Oppong, 2021). In their study, Bamfo et
al. (2020), for instance, examined the effect of rebranding activities on consumer perception of service
quality, satisfaction and loyalty in the Ghanaian banking industry, and thus very little is known about
product rebranding in the beverage manufacturing industry. Other studies on rebranding have also
focused on case studies from several geographical and managerial contexts and situations and has relied
on limited, and to some extent, no empirical basis to assess the influence of rebranding on brand
performance (Roy and Sarkar, 2015; Miller et al., 2014). Regarding theoretical underpinnings of
rebranding and consumer psychological arousal effect, Shimul (2022) revealed in their literature review
paper on brand attachment that the attachment theory, which underpins brand attachment: emotional
connection, affection and passion or consumer-brand relationship requires conceptual clarity, consistency
with the theory, and rigorous methodologies and application of contextual measurement.
The importance of brand loyalty is well-documented in literature, but recent changes in consumer taste
and preferences have rejuvenated scholarly interest in the issue (Junaid et al., 2019). Brand loyalty is a
key component of the consumer behaviour framework but its antecedents such as brand attachment,
consumer emotions, and consumer attitudes towards product rebranding have received limited empirical
attention in the literature. The literature has focused on customer satisfaction and service quality as
antecedents of customer loyalty (Prentice et al., 2020; Supriyanto et al., 2021; Quaye and Mensah,
2019b). Service quality and customer satisfaction, even though widely known in literature and applied in
practice, appear insufficient to retain customers and maintain their loyalty (Jai et al., 2022) especially
when the firm decides to rebrand the product, altering or sometimes extinguishing the cues that loyal
consumers are emotionally attached to and uses to identify and authenticate the brand. It is, therefore,
imperative to investigate how brand attachment stimulates consumer attitudes and emotions: positive or
negative to drive brand loyalty after product rebranding. It is also important to provide insight into this
phenomenon in the water and beverage manufacturing industry because of limited empirical evidence in
the industry. This paper, therefore, fills the gap in the literature by providing theoretical and practical in-
depth understanding of the mediating effect of consumer emotions and attitudes toward product
rebranding on the relationship between brand attachment and brand loyalty in the water and beverage
products manufacturing industry.

Literature review
Concept of rebranding
The term “rebrand” is a neologism that connotes two concepts: “re” and “brand”. The “Re” means
“again” or “anew”, while the term, “brand”, means “to burn”—an age-old practice of embossing identity
and ownership marks on livestock. Adding the prefix, “re” to “brand” creates “rebrand” which means
“branding again” or “reinvention or renaming” (Merrilees and Miller, 2008). Rebranding involves the
creation of a new design, name, symbol, term, or amalgamation of them for an existing brand to change
its position in the mind of stakeholders by introducing a differentiated brand (Roy and Sarkar, 2015).
Rebranding occurs when a brand is reborn with through revolutionary or evolutionary changes to the
original brand elements (Tenai and Kwasira, 2020). Stuart (2018) describes rebranding as the process of
attaching a new image or vision to an existing brand because of a merger or acquisition. This study adopts
the definition of rebranding, as espoused by Joseph et al. (2021) that rebranding is the action of recreating
or attaching a new name, design, term, or integration of the brand elements to create a new
distinguishable brand in the mind of consumers and competitors.
Scholars argue that rebranding can be a minor “evolutionary” or major “revolutionary” change in the
brand (Williams et al., 2021; Yalley, 2021). Evolutionary rebranding leads to minor modifications to the
existing brand structure. It is often gradual and sometimes difficult for consumers to notice (Stuart, 2018).
Revolutionary rebranding, on the other hand, involves major changes or modifications to the brand to
redefine it (Williams et al., 2021; Stuart, 2018). Revolutionary rebranding leads to total change, which
involves significant changes to virtually all aspects of the brand. Blazquez et al., (2019) who argued that
revolutionary rebranding leads to changes in the brand name, vision, or values.
According to Yeboah and Addaney (2016), product differentiation is vital in modern industries,
necessitating the various reasons why companies undertake rebranding (Yalley, 2021). Some scholars
argue that rebranding is a result of changes in business strategy, structure, market position, and the need
to realign the mission, values, culture, and brand image to offer a unique brand outlook (Williams et al.,
2021, Joseph et al., 2021) that reflects the identity of the organization and positively shapes the image of
the organization or its products (Foroudi et al., 2019). Other scholars argue that organisations rebrand to
keep up the pace with the dynamics of the business environment (Tevi and Otubanjo, 2013; Collange,
2015; Yalley, 2021), stay competitive, meet regulatory conditions, as well as respond to changes in the
macro-economic conditions (Goi and Goi, 2011). Scholars like Pearce and Wu (2022) suggest that, for
industries where innovation is crucial, frequent evolutionary rebranding can serve as a means of
communicating change and influencing customers to believe that the company is not being stagnant in its
practices. Despite the reason for rebranding, the phrase ‘if it is not broken, don’t fix it’ comes into play
when considering the reason for the rebranding; as an act of wrong rebranding may destroy the reputation
of the organisation and the brand, reduce revenue, and increase cost.
Model Development
Product rebranding results in minor or major changes to the original brand elements which are important
cues and signals to the consumer (Keller et al., 2020). Rebranding may be approached through a
modification in brand names, slogans, and logos (Joseph et al., 2021) and these changes serve as cues
stimulating emotions and attitudes because of their effect on consumers' brand attachment or surprise
(Harileela, 2013). These reactions are framed within the cue utilization theory (CUT) and the signalling
theory. The CUT explains that a product may exhibit intrinsic and extrinsic cues which send signals to
consumers to assess the product in terms of quality or origin. Product cues are elements that
manufacturers adorn on a product or service which consumers "look out" for in making their purchase
decisions. Intrinsic cues are inherent in the product and cannot change without changing the physical
properties of the product. The extrinsic elements include a brand name, package, logo, and slogan that
transmits persuasive brand descriptions to consumers (Ali et al., 2019; Choi et al., 2018). In the absence
of intrinsic cues, consumers rely on extrinsic brand cues or elements to inform their purchase decisions.
The signalling theory is a process by which one entity conveys important information to the other to
minimize “information asymmetry” and to elicit positive reactions (Fatima et al., 2021; Nyagadza, et al.,
2021). Three key concepts related to the signalling theory are the “signaler”, the “signal”, and the receiver
(Treiblmaier and Garaus, 2023). The changes or modifications to the brand are the information the
signaler – the owner of the brand seeks to send out to the receiver – consumers to elicit emotional and
attitudinal reactions towards the brand. According to Daly and Moloney (2004), the power of a brand
(elements) resides in consumers’ mind, thus variations in the elements alter the cues and the signals, thus
generating consumer reactions, and consequently behaviour, preferences and loyalty (Ing, 2012). This
paper uses the CUT and signalling theory to understand how changes to brand elements (cues) transmit
signals which translate into behaviour and reactions—brand attachment-influenced attitudes, and
emotion-influenced loyalty.

Brand loyalty
Brand loyalty is a deeply held long-term commitment of a consumer to consistently purchase, continue to
purchase, or re-buy a preferred brand in the future, despite aggressive competitive and situational
influence from the environment to switch to another brand (Coelho et al., 2018; Rubio et al., 2017; Pappu
and Quester, 2016; Oliver, 1999). The concept of brand loyalty, the core of brand equity (Keller, 1993) is
among the most cited concepts in the field of marketing due to the benefits of driving a firm’s competitive
advantage, consumer commitment and long-term relationship with the customer (Cengiz and Akdemir-
Cengiz, 2017). Researchers interchange brand loyalty with concepts like commitment, repeat purchasing,
trustworthiness, and preference (Kwon et al., 2020). To Thakur and Srivastava (2015) brand loyalty is a
level of commitment to continue purchasing a brand regardless of influences from the market to switch
behaviour. Pels and Sheth’s (2017) argued that customer loyalty is associated with repetitive behavioural
buying patterns based on a positive emotional reaction toward a brand. The consumer-brand relationship
theory (Fournier, 1998), which explains consumer’s connection brands as human relationship, offer
theoretical insight to Keller (1993) and Fernandes and Moreira (2019), that brand loyalty is a sustained
satisfaction tied to customers' emotional attachment to a brand and this informs customers' consistency
and will to maintain the relationship. Pappu and Quester (2016) further posited that brand loyalty is a
consistent commitment of a consumer which manifests in repurchase intention and behaviour towards a
particular brand (Rubio et al., 2017; Coelho et al., 2018).
To Rather (2018), Fang (2019) and Coelho et al. (2018), brand loyalty facilitates brand efforts to retain
customers. Other scholars argue that customers often become loyal to a particular brand due to the high
cost involved in switching to alternative brands (Willys, 2018). This view by Willys (2018) affirms the
earlier position by Al-Rousan and Mohamed (2010) that customers do not easily come by substitute
products, and therefore they are compelled to stay with one brand. Some customers may not complain
about a low-quality product and service because they are just satisfied with what the organisation is doing
to satisfy their needs. However, organisations are advised not to be overjoyed because customers who are
unsatisfied with product for a long time may eventually exit to alternative brands.

Brand attachment and brand loyalty

Brand attachment is a psychological response that reflects the unique strength of a relationship between
the consumer and the brand (Shimul, 2022). The brand attachment theory explains that there is a
relationship, “emotional connection” between the consumer and the brand (VanMeter et al., 2018; Liu
and Hogg, 2018) and the degree of interaction play a significant role in consumers’ attachment to the
subject or the brand (Shimul, 2022). What create the attachment is direct, psychological and emotionally
unique between the consumer and the brand, and is usually formed around the emotions of affection,
passion and connection (Thomson et al., 2005). Drawing on the brand relationship paradigm, Japutra et
al. (2014) and Ghose and Lowengart (2013) argued that brand attachment captures both emotional and
cognitive bonding, which reflects the connection between the consumer and the brand. According to
Schmitt (2012), brand attachment represents “how” consumers feel connected and related to a brand.
Chen et al. (2020) offered a different view from Schmitt (2012) that brand attachment is a self-extension,
analogous to interpersonal bonds between a consumer and a brand. Like Schmitt (2012), Park et al.
(2010) also indicated that brand attachment is a bond characterised by the extent to which a consumer can
access and recognise the brand in the market. The argument by Shimul (2022) and Schmitt (2012)
resonates with the view of Bian and Haque (2020) and Thomson et al. (2005) revealed that brand
attachment is an affection, connection and passion, which results in consumer consumption, enhanced
loyalty, and guaranteed sustainable financial performance of the firm.
Scholars have found evidence that organisations benefit from consumers with strong brand attachments
(Rossiter and Bellman, 2012; Trivedi and Sama, 2020). Li et al. (2019) found empirical evidence to argue
that strong brand attachment leads to positive feelings, brand loyalty, and willingness to pay a price
premium. Bian and Haque (2020) also found that consumers’ brand attachment influences impression,
assessment, and purchase intention. According to Atulkar and Kesari (2017b), the positive deep feeling,
connection, and affection motivate and drive consumer opinion, impression, and purchase behaviour.
Japutra et al. (2014) found that consumers vary in affective, emotional connections, and behaviour
towards a brand when the organisation changes or modifies the brand. Similarly, Mende and Bolton
(2011) found that an affective and emotional connection to a brand is a behavioural intention that affects
consumer long term commitment to the brand.

H1: Brand attachment has a significant and positive effect on brand loyalty.

Consumer emotions, consumer attitudes towards rebranding and brand loyalty

Scholars have suggested that organisations leverage the emotions of consumers to develop and build
lasting bonds and relationships (Odoom et al., 2019; Malär et al., 2011).  Meyers (2018), from the field of
psychology, defined emotion as a complex state of feeling that results in physiological and psychological
changes in thought and behaviour. Emotions are internal cognitive labels like love, excitement, anxiety,
and anger. Previous literature has investigated how consumer emotional response influences purchase
attitudes, behaviour, intention, attitudes, choice, and consumer degree of acceptance (Zanger et al., 2022;
Jiang et al., 2014). Linking emotions to behaviour, Wang et al; (2019) found empirical evidence that
emotions play a significant role in consumer purchase behaviours. The first perspective on emotions and
behaviour is that consumer emotion is a perception and characteristic of every human being (Barrett et
al., 2019). The second perspective believes that emotion emanates from consumers’ reactions to events
and meanings from the environment (Zollo, 2021). The appraisal theory (Roseman, 1991), emphasis that
emotions emerge from consumer’s evaluation of objects which arouse unique sentiments in them, and
therefore, any stimulus (product rebranding) can be a trigger of appraisal that might arouse consumer’s
emotional reaction (Bagozzi et al., 1999). Shahzad et al. (2019), indicate that, the attributes of the brand
are cues that play a significant role in evoking consumer emotions.
Emotions can be positive or negative feelings toward an object or events. The cognitive appraisal theory
(Choi et al., 2018) highlight that, negative emotions are driven by an appraised uncertain situation.
Consumers who are antagonistic perceive rebranding as a negative phenomenon, hence a source of
negative emotions (Sanyal et al., 2014). They view rebranding as a disruptive activity aimed to destabilise
the image of the brand. Consumers who oppose rebranding also perceive it as a loss—they become
worried that it may be difficult to resonate with the new brand (elements) and may require extra effort and
consumer cost to identify the new brand on the shelves. Such consumers are uncertain about the quality of
the new brand and fear not coping well with the effect of uncertainty. Since consumer impression caused
by rebranding is linked to uncertainty (Zhao et al., 2018), it may lead to negative emotions.
On the contrary, consumers with a natural perception of rebranding may not express negative emotions
toward the brand. Ghose and Lowengart (2013) found evidence that consumers with strong positive
emotions toward a brand tend to have a long-term relationship with the brand even after minor or major
changes to the brand elements due to the emotional connections, affection and love for the brand. Keller
and Kotler (2022) argued that consumers’ relationship and connection to a brand build emotional bonds
with the brand and influences the level of commitment to the brand. Customers with emotions attached to
a brand display considerable brand loyalty (Schmalz and Orth, 2012). Thus, the brand attachment may
influence brand loyalty through emotion (Li et al., 2020). Additionally, consumers’ emotions can have a
significant impact on attitudes toward the new brand or brand elements. Scholars in psychology have
found evidence that emotions can affect commitment and behaviour by activating strategies to cope with
the events that caused the emotion (Santos et al., 2022; So et al., 2016b). Therefore, it is hypothesised
that:
H2: Consumer emotion positively and significantly mediate the relationship between brand attachment
and brand loyalty.
H3: Consumer emotion has a positive and significant influence on consumer attitudes toward product
rebranding.

Brand attachment, consumer attitudes towards rebranding and brand loyalty

Attitudes play a significant role in consumer perception of the value of a brand (Sanyal et al., 2014). Han
(2021, p. 1024) explains that “attitude toward the behavior is the degree to which practicing a certain
behavior is favorably/unfavorably valued”. Other scholars have opined that attitudes manifest in
cognitive, affective, and behavioural dimensions (Yang et al., 2017; Sanyal et al., 2014). The behavioural
dimension is the actual behaviour of a person, whereas the affective dimension provides an evaluation of
the connection between marketing activities and the consumer. The cognitive dimension constitutes the
intellectual and knowledge dimension of attitude (Xiao et al., 2018). In the branding literature, Odoom et
al. (2019) characterised a brand using the value and benefits consumers derive from it. The argument by
Khan and Fatma (2017) reinforces the view by Keller (1993) who also argues that consumers’ attitude
toward rebranding is a consequence of consumers’ impressions and feelings which emanate from
experience. The consumer brand-relationship theory posits that, consumers regard their connection with a
brand as a human relationship, by which mutual satisfaction, interdependence, trust commit are crucial to
relationship quality and sustainability (Tsiotsou et al., 2014).
Consequently, rebranding has implications on the customer mindset because consumers’ mindset is
occupied by emotional attachment, connection, and attitudinal traits toward the brand (Petersen et al.,
2018; Yeboah and Addaney, 2016). Effective rebranding at the right time refreshes the image of the brand
in consumers' minds creating positive attitudes and loyalty. Thus, when the consumer connection, hope,
and experiences with the brand change, the opinion, feeling, and impression also change; thereby
affecting the actual behaviour towards the brand (Petersen et al., 2018). Kennedy and Guzmán (2020)
also argued that consumers develop either positive or negative attitudes towards the brand based on their
previous and or current experiences before and after rebranding. Consumer attitude, whether good or bad;
better or worse toward a brand, may influence intention to repurchase, resist competitor pressure, and
even recommend the brand. McLean et al. (2020) further confirmed that loyalty is due to consumers’
attitudes toward the brand because of changes in the level of attachment to the brand. Therefore, it is
hypothesised that:
H4: Consumer attitudes towards product rebranding have a positive and significant mediating effect on
the relationship between brand attachment and brand loyalty.

Research model
This paper draws insights from the CUT, the signaling theory and the attachment to develop and
empirically test four hypotheses as shown in the research model. Figure I show the research model
delineating the effect of brand attachment on brand loyalty and the mediating roles of consumer emotions
and consumer attitudes towards rebranding.
Figure I: Study model
Research Method and Design
This study used the quantitative survey design to examine the direct and indirect relationships (Creswell
and Plano Clark, 2017; Bryman and Bell, 2015). The convenience technique was used to sample
consumers of rebranded water, alcoholic and non-alcoholic beverage products (imported and locally
made) in Ghana. Regarding the sample technique, similar studies (Mostafa and Kasamani, 2020; Kittur
and Charterjee, 2020) have used the convenient sampling technique which allow respondents who are
easily accessible, willing, and available to participate in the survey at the given time and geographical
proximity (Etikan et al., 2016). A total of 1356 post-graduate and under-graduate students from six (6)
traditional public universities in Ghana were targeted for this study based on their participation in
previous research by the authors. An initial online survey was conducted to sample respondents in the
database who have consumed selected rebranded water and beverage products including the new Voltic
bottle mineral water, Alomo Bitters, Guinness, and Origin Beer, FanYogo, DonSimon Fruit Drink, and
Coca Cola. Pictures of the sampled products with their old and new brand elements were attached and
shown to respondents. A total of 608 responded that they have consumed, experienced and noticed the
changes in the old and new brand elements (package, label, color, and taste) of the sampled products,
hence used as the study sample. Keller (1993) emphasise that colour, logo, name, slogan, label and
package are some of the most visible in brand’s visual identity, due to their memorability, meaningfulness
and likability (Keller, 2003). The sample size is consistent with Snedecor and Cochran's (1967) sampling
formulae and the guidelines by Taherdoost (2017).

Data collection and instrument

The data collection was face-to-face (62%) and web-based (38%) using closed ended questionnaires
which is efficient, time beneficial, and appropriate when surveying larger respondents (Duman et al.,
2018; Sekaran 2003). The questionnaire comprise four (4) variables and nineteen (19) measurement items
adapted from the literature: brand attachment (Shimul, 2022; Bian and Haque, 2020; Thomson et al.,
2005), brand loyalty (Coelho et al., 2018; Rubio et al., 2017), consumer emotions (Zanger et al., 2022;
Santos et al., 2022), and consumer attitudes towards rebranding (McLean et al., 2020; Yang et al., 2017).
The responses were rated on a seven-point Likert-type scale type because of its appropriateness to
extracting the exact data about perception (Mostafa and Kasamani, 2020). The questionnaire was vetted
by two (2) academic professionals in marketing and brand management, and three (3) beverage
manufacturing industry experts to review and validate the suitability and relevance of the content.
Initial 109 responses were generated from post-graduate students of University of Education, Winneba,
Ghana for exploratory test of the instrument to determine the understandability and reliability of the
research questions as suggested by Perneger et al. (2015). The response was subjected to Factor analysis
using Statistical Package for Social Sciences (SPSS). First, data adequacy and suitability tests were
conducted on the initial responses and the result shows a KMO value of 0.826 with a Bartlett's test of
sphericity (approx.: (χ)2 1892.698, df 120, sig. 0.000), reaching a statistical significance threshold
considered great because it exceeds Kaiser (1970) recommended limit of 0.6. The data adequacy test
confirmed a significant correlation among the measures and variables, paving for factor analysis. The
varimax method of factor rotation revealed that out of nineteen measurement items, fifteen loaded well
onto the three components and were stronger from 0.743 → 0.960. Three (3) measurement items were
dropped due to non-loading (BrdAt4, AtReb2, AtReb6). Consumer emotion was a uni-item (positive or
negative emotions), hence was not included in the factor rotation. A reliability test was conducted on the
remaining items using a Cronbach's alpha (α) threshold of ≥ 0.7 to determine the internal consistency
(Hair et al., 2016). The alpha shows a strong value from 0.904 → 0.955, indicating stronger reliability of
the remaining measurement items. The EFA result is displayed in Table I.

Table I: EFA Test Result

Descriptive statistics
It is recalled that two data sets were used for EFA and the CFA. The exploratory analysis (CFA) results
were used to review the final questionnaire before the main (CFA) data collection. The revised
questionnaire was used to gather 349 valid responses, representing 57.4 per cent response rate. First, the
majority (50.9%) of the respondents were male under-graduate students who are above 18 years of age
and have consumed the selected rebranded water, alcoholic and non-alcoholic beverage products, which
meant that the respondents had sufficient ability to read, understand, and respond to the research
questions. Second, a descriptive analysis of the measurement items was done on the valid responses to
provide essential data indicators to characterize the study variables. The descriptive result displayed in
table II show a mean score greater than 5.066, considered above average measure of perception of a
particular variable or item. Standard deviation values were ≤ 2, meaning less dispersion in the data set and
thus, the data points are spread. Skewness test results show normality values range within ±2, thus
indicating no outliers.
Table II: Descriptive Statistics
Confirmatory factor analysis
Table III below presents the reliability and validity test results. Regarding validity, this paper used
convergent and discriminant measures (Hair et al., 2022). The reliability and validity tests assessed the
relevance and credibility, consistency, accuracy, and precision of the retained measurement statements
and model to produce consistent results if replicated in another research procedure (Saunders, 2012).
First, the convergent validity test includes the factor loading and Average Variance Extracted (AVE). A
convergent validity criterion using factor loading achieved a good varimax loading ranging from 0.644→
0.932 with an engine value of 1 and a threshold of 0.50 suppression (Hair et al., 2016). Second, a
convergent validity criterion using AVE suggests that the shared correlations between the constructs
should be less than the AVE values (Fornell and Larcker 1981). Three measurement items (Brdloy3,
Brdloy6 and BrdAt1) were removed after a first model modification, which ensured that the square root
of the AVEs was higher than the correlations related to each pair of variables and that each of the
variables was uniquely captured and theoretically connected (Duarte and Raposo, 2010). The AVE
achieved a satisfactory statistic score from 0.516→0.867, more significant than the threshold of 0.50, thus
confirming the convergent validity (Hair et al., 2016; Fornell and Larcker, 1981).
The discriminant validity test was also assessed to check if the reflective variables have a robust
relationship with their indicators (e.g., when compared with other variables) (Hair et al., 2022). First, that
the square root of AVEs is greater than the correlation coefficients between the latent variables (i.e., the
diagonal values in table V). Thus, the AVEs of each variable are less than the squared correlation between
the paired variables, supporting discriminant validity (Fornell and Larcker, 1981; Henseler et al., 2015;
Hair et al., 2022). Furthermore, the HTMT analysis also established discriminant validity where the
similarity between the latent variables was less than one (1) (Hair et al., 2022). The implication of the
convergent and discriminant validity test result is that all the variables in this study that are not supposed
to be related are distinct from each other.
Table III: Robustness Test
A second modification was conducted on the confirmatory model to remove one variable (Brdloy5) and
ensure there were no reliability concerns (Hair et al., 2016). Hence, the final Construct Reliability (CR)
score was from 0.794→0.951, more significant than the recommended threshold of 0.70 (Fornell and
Larcker, 1981). Cronbach alpha from 0.765→0.947 were above the 0.70 acceptable thresholds reported in
the literature (Cronbach, 1951; Hair et al., 2016; Ursachi et al., 2015). Tables III (see above), IV and V
below show robustness test results indicating that the measurement statements/data collection instrument
is valid, reliable and internally consistent.
Table IV: Heterotrait-Monotrait Ratio of Correlation
Table V: Fornell and Larcker Discriminant Validity
The collinearity statistics confirmed a VIF range of 1.1186→1.331 for each of the independent variables,
below the threshold of three (3), indicating that multicollinearity, is not a problem in this current study
(Hair et al., 2016; Kline, 2012). Harman's single-factor test revealed that the first factor, explaining
42.107 per cent, is less than 50 per cent, thus no common method bias concern, hence there is no
possibility of inflated Beta (β) estimates, thus a high degree of precision, accurate hypothesis test result.

Measurement model fitness

The model fitness test was conducted to check the appropriateness of the measurement model using
conventional model fit indices and the various thresholds as recommended by Bryne (2016). The model
fitness test results showed excellent fits to the data-based on acceptable thresholds reported in the extant
literature (Thakkar, 2020; Wang and Wang, 2020; Xia and Yang, 2019; Bryne, 2016). The model fitness
result shows an excellent normed χ2-statistic of 2.089 within the threshold of 1 and 3 (Hu and Bentler,
1999). Figure II displays the final CFA model and the fitness results.
Figure 2: CFA Model
Model fitness: RMSEA=0.059<0.06; PClose=0.206>0.05; SRMR=0.047<0.08, CFI=0.983>0.95;
TLI=976, IFI=0.983, NFI=0.969, RFI=0.955, DF=38; CMIN=79.37

Structural Equation Model

Figure 3 shows the direct significant and positive direct effect of brand attachment on brand loyalty.
Figure 3: Test for a direct relationship
Model fitness: RMSEA=0.040<0.06; PClose=0.635>0.05; SRMR=0.030<0.08, CFI=0.995>0.95;
TLI=993, IFI=0.995, NFI=0.987, RFI=0.979, DF=13; CMIN=19.77; CMIN/DF=1.521>1<3

Model 2: Test for a mediating effect

Figure 4 shows that mediating effect of consumer emotions and attitudes towards product rebranding on
the relationship between brand attachment and brand loyalty.
Figure 4: Test for a mediating effect

Result
The study result from the structural modeling, as displayed in Table VI below shows that, first brand
attachment has a statistically significant and positive effect on the brand loyalty (β=0.757***), confirming
research H1. Based on Baron and Kenny’s (1986) four-stage rule for mediation tests, the study confirmed
that consumer emotion has a significant and positive influence on attitudes towards rebranding (H3 β=
0.308***) and fully mediate the relationship between brand attachment and brand loyalty, thus validating
hypothesis H2. Regarding research hypothesis four (H4), the study found statistical evidence to support
the preposition that brand attachment has significant and positive effect on consumer attitudes towards
product rebranding (β= 0.437***). However, the study failed to validate a significant mediating effect of
consumer attitudes towards product rebranding on the relationship between brand attachment and brand
loyalty. This is because, in the constrained model, the estimate, the effect of brand attachment on attitudes
towards rebranding reduced from β=0.437*** → 0.237***, while the effect of attitudes towards
rebranding improved from β=0.059 → 0.131, but insignificant, thus hypothesis H4 was rejected. This
result implies that even though brand attachment influence consumer attitudes towards product
rebranding, the degree of influence is not sufficient to significantly drive brand loyalty.
Table VI: Summary of Study Result
Discussion
Rebranding is a marketing strategy of firms to nourish and realign their brand elements ( Keller et al.,
2020; Joseph et al., 2021) to create new brand image and build a strong brand position and connection
with consumers (Keller and Kotler, 2022). The CUT and signaling theories emphasis that, product
rebranding alters the product’s existing cues available to consumers, thus sending signals which arouse
their affection, passion and emotional connection with the brand (Shimul, 2022; Fatima et al., 2021).
Drawing on the brand attachment and consumer-brand relationship theories (Fournier, 1998), the extend
of consumer’s psychological responses to the new brand manifesting positive or negative emotions,
attitudes manifesting impressions and opinions, and brand loyalty depends on the bond or strength of
relationship and “how” consumers feel, affected, passionate and related and connected to the old brand or
brand elements (Schmitt, 2012; Park et al., 2010).
First, the current paper affirms the brand attachment theory and the consumer-brand relationship theory
which assumes that there is an affection, passion and emotional connection between a brand and the
consumer (Shimul, 2022; Liu and Hogg, 2018), hence, consumer brand attachment affects brand loyalty
after rebranding water and beverage products. Some scholars have revealed reveal that, brand attachment
is a cognitive bonding or connection (Japutra et al., 2014; Ghose and Lowengart, 2013) and a self-
expression and interpersonal bond (Chen et al., 2020) between the brand and the consumer. The current
study has confirmed Bian and Haque (2020) and Shimul (2022) who revealed that brand attachment
measured by consumer’s connection, affection and passion about the brand enhances consumers loyalty.
Strong brand attachment manifesting positive deep feeling, passion, connection, and affection leads to
repurchase intention (Atulkar and Kesari, 2017b), consumer commitment to the brand (Mende and
Bolton, 2011), and brand loyalty behaviours such as payment of premium price (Li et al., 2019). Thus, the
current paper has established that consumer brand loyalty arising from rebranding of water and beverage
products is enhanced when consumers are highly responsive to and desperate about the brand, and
become sad when they are to give up the brand—confirmed evidence by van der Westhuizen (2018). As
Kwon et al. (2021) and Fournier (1998) emphasized in the consumer-brand relationship theory,
consumers regard their connection with brands as human relationship which must be stable and lasting.
Second, scholars have reported that emotions play a significant role in consumer behaviour (Wang et al.,
2019). These scholars emphasise that emotions manifest positive or negative physiological and
psychological changes in thought, and feelings (love, excitement, anxiety, and anger) about an object or
phenomenon (Malär et al., 2011; Meyers, 2018; Odoom et al., 2019). The current paper established a full
mediation effect of consumer emotions in the relationship between brand attachment and brand loyalty.
This evidence suggest that consumer emotion is a requirement for brand attachment to motivate or drive
brand loyalty, confirming Li et al. (2020) and So et al. (2016b) that brand attachment may influence
brand loyalty through emotions. Supporting the attachment theory, signalling theory and the CUT, the
current study also find basis in the appraisal theory (Roseman, 1991), which explains consumer unique
sentiments arising from an assessment of stimulus to trigger emotions reactions (Bagozzi et al., 1999).
Other scholars have revealed that brand attachment significantly influences consumer emotion reaction as
a result of rebranding (Odoom et al., 2019; Walsh, et al., 2017). According to Shahzad et al. (2019),
brand elements provide cues when altered send signal which invoke consumer’s emotions. Findings in the
current paper also aligns with Ghose and Lowengart (2013) and Schmalz and Orth (2012) who revealed
that positive amotions arising from rebranding leads to brand loyalty due to strong connection and strong
love for the old brand/elements. The current study findings explain the positive effect of product
rebranding on consumer emotions and brand loyalty, since the antagonistic view of product rebranding is
a disruptive activity, disrupting product cues to cause negative emotions (Sanyal et al., 2014) which
negatively affect brand loyalty.
Third, the current study shows a significant effect of brand attachment on consumer attitudes towards
product rebranding is consistent with previous studies by Li et al. (2019) and Park et al. (2010). Positive
deep feeling, connection, and affection drive consumer positive appreciation, good opinions, good
feelings, and impressions about the new brand (Atulkar and Kesari, 2017b). Unfortunately, consumer
attitudes towards product rebranding does not mediate the relationship between brand attachment and
brand loyalty. This finding partially explains the cognitive appraisal theory that appraisal uncertainty or
mistrust about rebranding (Choi et al., 2018; Zhao et al., 2018), and a decrease in consumer experience
with the old brand may trigger unfavorable emotional response and behaviour (Kennedy and Guzmán,
2020; Petersen et al., 2018)
Furthermore, consumer emotions arising from rebranding products that consumers are emotionally
connected to influence their attitudes toward the new brand. This finding suggests that consumer's
positive and negative feelings arising from the product rebranding significantly influences the degree of
appreciation, opinions, feelings, and impressions about the new brand or brand elements. According to
Ghose and Lowengart (2013), consumer emotions influence attitudes when the brand elements change or
are modified. New brand elements that best meets consumers' interest is likely to invigorate emotions of
love leading to good impressions and feelings towards the brand.

Conclusions
The CUT and the signaling theory highlight the relevance of product elements as cues which give signals
to evaluate consumer risks, product quality and origin (Choi et al., 2018). Rebranding product’s elements,
such as name, colour, logo, or package alter the cues, thus stimulating consumer psychological arousal
manifesting emotions and attitudes towards the new brand (Harileela, 2013). This study examined the
direct effect of brand attachment on brand loyalty, and the mediating role of consumer emotions and
attitude towards product rebranding in the relationship between brand attachment and brand loyalty. The
study established that brand attachment directly influences brand loyalty manifesting product repurchases
despite alternatives, consumer positive words-of mouth and paying premium price for the new brand.
Second, consumer emotions, either positive or negative, arising from rebranding fully mediate brand
attachment and brand loyalty, especially when consumers are highly responsive to and desperate about
the brand, disappointed when the brand is off the market or sad when they are to give up the brand. Third,
consumer emotions influence consumer attitudes towards product rebranding which manifest consumer
appreciation, opinions and impressions about the rebranding or new brand information. Lastly, brand
attachment influence attitudes towards product rebranding which has more significant effect on brand
loyalty. However, the effect of consumers attitudes towards product rebranding on brand loyalty is not
significant to mediate brand attachment and brand loyalty. In effect, brand attachment significantly
influences consumer emotions and attitudes towards rebranding; consumer emotions influence attitudes
towards rebranding and fully mediate brand attachment and brand loyalty.

Theoretical Implications
This paper progresses the current theoretical and empirical discourse on product rebranding and band
loyalty, and contribute to the theoretical development of the marketing and brand management fields.
First, given the limited empirical studies, this paper has employed the CUT, signally theory and the
consumer brand attachment theory to provide empirical literature on the effect of brand attachment on
consumer emotions and attitudes towards rebranding, leading to brand loyalty. The study model provides
a holistic theoretical insight and understanding into how consumer psychological arousal effects arising
from product rebranding influence brand loyalty. This was not existent in the extant literature ( Shimul,
2022; Marques et al., 2020; Li et al., 2020). By testing the link in current study model, the paper has
responded to Albert and Thomson (2018) for empirical research on consumer — brand loyalty studies and
further extends Li et al. (2020) to test the mediation role of consumer emotions and attitudes toward
rebranding on the relationship between brand attachment and brand loyalty in a single framework. Thus,
this paper provides literature explaining that rebranding water and beverage products will stimulate
consumer emotions, leading to brand loyalty, especially when the consumer is highly responsive to and
desperate about the beverage brand.
Second, the current study has provided new theoretical perspectives on emotional and attitudinal
consequences of product rebranding on brand loyalty in the water, alcoholic and non-alcoholic beverage
industry, given that previous studies have focused on corporate rebranding and institutional rebranding in
the telecommunication, banking, and the oil and gas industries (Beise-Zee, 2022; Kaul and Arora, 2022;
Oppong, 2021 Hamidu et al., 2020; Stuart, 2018). Third, this study provides empirical literature and
measures on consumer brand attachment and consumer-brand relationship, and its effect on brand
performance, which Shimul (2022) reveal lack conceptual clarity, rigorous methodologies and
measurement, and consistency with the attachment theory. Lastly, the extant literature (Prentice et al.,
2020; Quaye and Mensah, 2019b; Huang et al., 2019; Liu et al., 2017) focused on customer satisfaction
and service quality as drivers of brand loyalty, but however, ignored other psychological arousal factors
that could influence brand loyalty. Therefore, the current study advances the theoretical knowledge on the
SERVQUAL model, by offering that consumer emotions affect brand loyalty when consumers are
emotionally connected, affected and passionate about the brand. Lastly, the study extends theories in the
field of psychology to explain the marketing implications of consumer psychological arousal effect or
emotions on brand loyalty.

Practical Implications
Rebranding cost huge investment and, therefore, brand managers and marketers are skeptical about the
consequences of the rebranding exercise on the emotions, attitudes and loyalty of consumers who are
emotionally connected to the old brand/brand elements. Practitioners require research and theory to
inform rebranding decision. Consequently, the current study offers key practical insights for brand and
marketing managers seeking to renourish their brand(s) and aiming to understand the implications of
product rebranding on consumer psychological arousal and brand loyalty. The study offers fresh
understanding and insights into how beverage brands managers and marketers should rebrand non-
performing and or old brands (brand elements) to stimulate positive consumer emotions to the new brand
which will invoke repurchases, positive words-of mouth and premium price payment.
Importantly, water and beverage brands and marketing managers, and manufacturers must appreciate that
brand elements contain relevant cues which give signals to consumers. Consequently, changing the brand
elements such as colour, logo, name, slogan, label and package distort the cues, consumer evaluation of
the brand, and the signals, thus invoking emotions which affect the overall loyalty to the brand. The brand
loyalty reduces or may be extinguished if the consumer is strongly connected, affected, and passionate
about the brand and the emotions is negative. Therefore, rebranding exercise should be based on
consumer-research to identify the brand element that consumers are emotionally connected or attached.
Brand managers must, therefore, not eliminate or extinguish all the detail cues that consumers have
affection and love for. It is, also essential to adorn the new product with brand elements that consumers
are responsive to, desperate for and are emotionally attached to. Both the new and old brand elements of
the product must have traces or brand elements that existing brand “lovers” can resonate with and use to
identify and assess the brand. A brand is a company’s promise to deliver specific sets of benefits, features
and experiences, consistently to consumers. Therefore, when establishing brand position for rebranded
product, brand managers should create a mission and vision of what the new brand/elements must be and
do and engage customers on a deep and emotional level beyond the new brand attributes and benefits.
Strong consumer brand attachment, responsiveness or exposure to certain brand elements will arouse
consumer emotions, affecting brand loyalty. Consumer brand attachment is often implicit, and therefore,
practitioners must have a clear and detailed understanding of the capacity of the new elements to arouse
customer’s emotional touchpoints, such as being visually warm, fun, appealing to different senses, and
inspiring. They must use aesthetic brand elements such as colors and designs which appeals to and evoke
positive consumer emotions. The brand elements must contain clear signals about the brand,
communicate the brand identity, favorably stimulate good opinion, and create excellent impressions about
the brand. These consumer attitudes must be guided to arouse positive feelings or emotions about the new
brand. However, it is important for practitioners to be guided in rebranding water and beverage product to
create certain attitudes about brand, since these attitudes only affect emotions towards new brand and do
not translate into brand loyalty.
Social media in product branding activities enhances consumer-brand interaction, encouraging customers
to comment, like, or reshare emotions, comment, and experiences online for wider consumer audience
(Touni et al., 2020). Water and beverage brand manager must leverage the benefits of social media
platforms (e.g. Twitter, Facebook, and Instagram) to create, share and engage customers with emotional
contents about their brands. Lastly, this study offers relevant guidelines for government and its allied
media regulatory agencies. The insights are useful to regulate and monitor the brand elements that
beverage manufacturers adorn on their products in order to ensure consumers are not emotionally
deceived to buy products that are emotionally appealing but do not offer promised or core value.

Originality
To the best knowledge of the authors, this study appears to be among the first to examine the effect of
brand attachment on brand loyalty, and the mediating roles of consumer emotions and attitudes towards
product rebranding in a holistic manner. This phenomenon was not empirically examined in the
marketing and brand management literature, while the theoretical foundation, conceptual and
methodological basses are yet to be established. This study model provides a fresh foundation on the
implications of consumer brand attachment on emotions arising from product rebranding, leading to
brand loyalty in the water and beverage manufacturing industry. This study also offers theoretical
consistency by integrating theories in the field of psychology into marketing and brand management to
explain how product rebranding arouses consumer emotions to drive brand loyalty.

Limitation and suggestions for future research

This paper makes modest theoretical and practical contributions which are limited to consumers of
beverage products in Ghana. Future studies may include or use include consumers of other non-beverage
brands. The specific culture of the country’s population may influence brand attachment, emotions, and
attitudes towards product rebranding, and therefore future studies in different cultural settings will expand
the discourse. The use of convenience sampling limits the generalizability of the findings and therefore,
other sampling techniques may be employed to increase the sample size and improve generalization.

References
Albert, N. and Thomson, M., (2018), “A synthesis of the consumer-brand relationship domain: using text
mining to track research streams, describe their emotional associations, and identify future research
priorities”. Journal of the Association for Consumer Research, Vol. 3 No. 2, pp.130-146.
Azamat, K., Galiya, J., Bezhan, R., and Nurdana, Z. (2023), “The impact of intangible assets on the value
of FMCG companies worldwide”, Journal of Innovation and Knowledge, Vol. 8 No.1, 100330.
https://doi.org/10.1016/j.jik.2023.100330
Al-Rousan, M. R., and Mohamed, B. (2010), “Customer loyalty and the impacts of service quality: The
case of five-star hotels in Jordan”, International Journal of Human and Social Sciences, Vol. 5
No.13, pp. 886-892. https://doi.org/10.5281/zenodo.1331937
Ali, B., Nazam, M., Akash, R. S. I., Hamid, K., Hashim, M., and Baig, S. A. (2019), “Investigating the
impact of corporate rebranding on customer satisfaction: Empirical evidence from the beverage
industry”, International Journal of Advanced and Applied Sciences, Vol. 6 No. 4, pp. 110-122
Ampadu, M. B., Aboagye, M. O., Ampadu, M., and Ampadu, S. (2015).” Corporate branding and
consumer loyalty in the telecommunication industry: A case study of MTN Ghana”, Net Journal
of Business Management, Vol.3 No.3, pp. 36–42.
Atulkar, S. and Kesari, B. (2017b), “Satisfaction, loyalty and repatronage intentions: role of hedonic
shopping values”, Journal of Retailing and Consumer Services, Vol. 39 No. 6, pp. 23-34.
https://doi.org/10.1016/j.jretconser.2017.06.013
Bagozzi, R.P., Gopinath, M. and Nyer, P.U. (1999), “The role of emotions in marketing”, Journal of the
Academy of Marketing Science, Vol. 27 No. 2, pp. 184-206.
Bamfo, B. A., Dogbe, C. S. K., and Osei-Wusu, C. (2018). The effects of corporate rebranding on
customer satisfaction and loyalty: Empirical evidence from the Ghanaian banking industry. Cogent
Business and Management, Vol. 5 No.1, 1413970. https://doi.org/10.1080/23311975.2017.1413970
Barrett, L. F., Adolphs, R., Marsella, S., Martinez, A. M., and Pollak, S. D. (2019), “Emotional
expressions reconsidered: Challenges to inferring emotion from human facial
movements. Psychological science in the public interest, Vol. 20 No.1, pp. 1-68.
https://doi.org/10.1177/1529100619889954
Baron, R.M. and Kenny, D.A., (1986), “The moderator–mediator variable distinction in social
psychological research: Conceptual, strategic, and statistical considerations”, Journal of
Personality and Social Psychology, Vol. 51 No.6, p.1173-1182.
Beise-Zee, R. (2022), “Brand equity retention after rebranding: a resource-based perspective”,  Journal of
Brand Management, Vol. 29 No. (2022), pp. 208-224. https://doi.org/10.1057/s41262-021-00263-
Bian, X., and Haque, S. (2020), “Counterfeit versus original patronage: Do emotional brand attachment,
brand involvement, and past experience matter? Journal of brand Management, Vol. 27 No.
(2020), pp. 438-451. https://doi.org/10.1057/s41262-020-00189-4
Blazquez, M., Mattich, K., Henninger, C. E., and Helberger, E. (2019), “The effects of rebranding on
customer-based brand equity”, International Journal of Business and Globalisation, Vol. 22 No.1,
pp. 91-109 https://doi.org/10.1504/IJBG.2019.097391
Bryman A and Bell E (2015), Business research methods. 3rd ed. New York: Oxford University Press.
Cengiz, H. and Akdemir-Cengiz, J. (2017), “Review of brand loyalty literature: 2001-2015”, Journal of
Research in Marketing, Vol. 6 No.1, pp. 1-407-434. https://doi.org/10.17722/jorm.v6i1.681
Chen, R., Zhou, Z., Zhan, G., Zhou, N. (2020), “The impact of destination brand authenticity and
destination brand self-congruence on tourist loyalty: The mediating role of destination brand
engagement. Journal of Destination Marketing and Management, Vol. 15 No. (2020), p. 100402.
https://doi.org/10.1016/j.jdmm.2019.100402
Choi, H. S., Ko, M. S., Medlin, D., and Chen, C. (2018), “The effect of intrinsic and extrinsic quality cues
of digital video games on sales: An empirical investigation”, Decision Support Systems, 106, pp.
86-96.
Coelho, P.S., Rita, P. and Santos, Z.R. (2018), “On the relationship between consumer brand
identification, brand community and brand loyalty”, Journal of Retailing and Consumer Services,
Vol. 43 No. 3, pp. 101-11. https://doi.org/10.1016/j.jretconser.2018.03.011
Collange, V. and Bonache, A. (2015), "Overcoming resistance to product rebranding", Journal of Product
Brand Management, Vol. 24 No. 6, pp. 621-632. https://doi.org/10.1108/JPBM-10-2014-0730
Collange, V. (2015), “Consumer reaction to service rebranding”, Journal of Retailing and Consumer
Services, Vol. 22, pp. 178-186. https://doi.org/10.1016/j.jretconser.2014.07.003
Creswell, J. W. and Clark, V. L. P. (2017), Designing and conducting mixed methods research. Sage
publications. Oliver's Yard, London.
Cronbach, L.J. (1951), “Coefficient alpha and the internal structure of tests”, psychometrika, Vol. 16
No.3, pp. 297-334.
Duman, T., Ozbal, O. and Duerod, M. (2018), “The role of affective factors on brand resonance:
Measuring customer‐based brand equity for the Sarajevo brand”, Journal of Destination
Marketing and Management, Vol. 8, No. 2008, pp. 359-372.
https://doi.org/10.1016/j.jdmm.2017.08.001
Duarte P.A.O. and Raposo M.L.B (2010), A PLS model to study brand preference: An Application to the
Mobile Phone Market, In Handbook of Partial Least Squares, Springer, Berlin, Heidelberg, pp. 449-
485.
Etikan, I., Musa, S. A., and Alkassim, R. S. (2016), “Comparison of convenience sampling and purposive
sampling”, American journal of theoretical and applied statistics, Vol. 5 No.1, pp. 1-4.
Fang, Y.H. (2019), “An app a day keeps a customer connected: explicating loyalty to brands and branded
applications through the lens of affordance and service-dominant logic”, Information and
Management, Vol. 56 No. 3, pp. 377-391. https://doi.org/10.1016/j.im.2018.07.011
Fatima, S., Desouza, K. C., Denford, J. S., and Dawson, G. S. (2021)” “What explains governments
interest in artificial intelligence? A signaling theory approach. Economic analysis and policy,
Vol. 71, pp. 238-254.
Fernandes, T. and Moreira, M. (2019), "Consumer brand engagement, satisfaction and brand loyalty: a
comparative study between functional and emotional brand relationships", Journal of Product
Brand Management, Vol. 28 No. 2, pp. 274-286. https://doi.org/10.1108/JPBM-08-2017-1545
Fornell, C. and Larcker, D.F. (1981), “Evaluating structural equation models with unobservable variables
and measurement error”, Journal of Marketing Research, Vol. 18 No. 1, pp. 39-50.
Foroudi, P. (2019), “Influence of brand signature, brand awareness, brand attitude, brand reputation on
hotel industry’s brand performance”, International journal of hospitality management, Vol. 76
No. (2019), pp. 271-285. https://doi.org/10.1016/j.ijhm.2018.05.016
Fournier, S. (1998), “Consumers and their brands: Developing relationship theory in consumer research”,
Journal of Consumer Research, Vol. 24 No. 4, pp. 343-353.
Ghose, S. and Lowengart, O. (2013), “Consumer choice and preference for brand categories, Journal of
Marketing Analytics, Vol. 1 No.1, pp. 3-17.
Goi, C. and Goi, M. T. (2011), “Review on models and reasons of rebranding”, In International
conference on social science and humanity, Vol. 5 No. 2, pp. 445-449.
Harileela, V. (2013), “Inter relationship between service quality, customer satisfaction and loyalty: an
empirical analysis of banking sector”, International Journal of Innovative Research and
Development, Vol. 2 No.5, pp. 2278–0211.
Hu, L.T. and Bentler, P.M., (1999), “Cutoff criteria for fit indexes in covariance structure analysis:
Conventional criteria versus new alternatives”, Structural Equation Modeling: A
Multidisciplinary Journal, Vol. 6 No.1, pp.1-55.
Hair, J.F. Jr, Hult, G.T.M, Ringle, C and Sarstedt, M. (2016), A Primer on Partial Least Squares
Structural Equation Modeling (PLS-SEM), Sage Publications, New York, NY.
Hair JF, Hult G.T.M, Ringle, C.M, and Sarstedt, M. (2022), A Primer on Partial Least Squares Structural
Equation Modeling (PLS-SEM)., 3rd Ed., Thousand Oakes, CA: Sage.
Henseler. J, Ringle, C.M. and Sarstedt, M. (2015), “A New Criterion for Assessing Discriminant Validity
in Variance-based Structural Equation Modelling”, Journal of the Academy of Marketing Science,
Vol. 43 No. 1, pp. 115–135.
Han, H. (2021), “Consumer behavior and environmental sustainability in tourism and hospitality: A
review of theories, concepts, and latest research”, Journal of Sustainable Tourism, Vol. 29 No. 7,
pp. 1021-1042. https://doi.org/10.1080/09669582.2021.1903019
Hamidu, Y. A., Adom, K., Adeniyi, A., and Hammond, S. K. (2020), “Rebranded Elements and Bank
Preference”, Asian Journal of Research in Business and Management, Vol. 2 No. 2, pp. 120-134.
Huang, P.L., Lee, B.C. and Chen, C.C., (2019), “The influence of service quality on customer satisfaction
and loyalty in B2B technology service industry”, Total Quality Management Business
Excellence, Vol. 30 Nos. (13-14), pp.1449-1465, https://doi.org/10.1080/14783363.2017.1372184
Japutra, A., Ekinci, Y., Simkin, L. and Nguyen, B. (2014), “The dark side of Brand attachment: a
conceptual framework of Brand attachment’s detrimental outcomes”, The Marketing Review, Vol.
14 No. 3, pp. 245-264.
Junaid, M., Hou, F., Hussain, K. and Kirmani, A.A. (2019), "Brand love: the emotional bridge between
experience and engagement, generation-M perspective", Journal of Product Brand Management,
Vol. 28 No. 2, pp. 200-215. https://doi.org/10.1108/JPBM-04-2018-1852
Jai, T. C., Tong, X., and Chen, H. S. (2022), “Building brand loyalty on social media: theories,
measurements, antecedents, and consequences”, Journal of Brand Management, pp. 1-23.
https://doi.org/10.1057/s41262-021-00252-8
Japiana, M., and Keni, K. (2022), “The Impact of Brand Identification, Social Media Marketing, and
Brand Satisfaction Towards Brand Loyalty in the Indonesian Food and Beverage Sector”, In Tenth
International Conference on Entrepreneurship and Business Management 2021 (ICEBM 2021) .
Atlantis Press, pp. 461-467
Jiang, Y., King, J.M. and Prinyawiwatkul, W., (2014), “A review of measurement and relationships
between food, eating behavior and emotion, Trends in Food Science Technology, Vol. 36 No. 1,
pp.15-28. https://doi.org/10.1016/j.tifs.2013.12.005
Joseph, A., Gupta, S., Wang, Y., and Schoefer, K. (2021), “Corporate rebranding: An internal
perspective”, Journal of Business Research, Vol. 130, 709-723.
Kaiser, H.F., (1970), “A second generation little jiffy”, Psychometrika, Vol. 35 No. 4, pp. 401-415.
Keller, K.L. (1993), “Conceptualizing, measuring, and managing customer-based brand equity”, Journal
of Marketing, Vol. 57 No. 1, pp. 1-12.
Kennedy, E. and Guzmán, F. (2021), "No matter what you do, I still love you: an examination of
consumer reaction to brand transgressions", Journal of Product Brand Management, Vol. 30 No.
4, pp. 594-608. https://doi.org/10.1108/JPBM-07-2019-2450
Kennedy, J.P., Wilson, J. and Labrecque, R., (2017), “Towards a more proactive approach to brand
protection: development of the organisational risk assessment for product counterfeiting
(ORAPC), Global Crime, Vol. 18 No. 4, pp.329-352.
https://doi.org/10.1080/17440572.2017.1313733
Khan, I. and Fatma, M. (2017), “Antecedents and outcomes of brand experience: an empirical
study”, Journal of Brand Management, Vol. 24 No. 5, pp. 439-452.
Kittur, P. and Chatterjee, S. (2020), "Goods and services related brand image and B2B customer loyalty:
effects of construal level", Journal of Business and Industrial Marketing, Vol. ahead-of-print No
Kwon, J.-H., Jung, S.-H., Choi, H.-J. and Kim, J. (2021), "Antecedent factors that affect restaurant brand
trust and brand loyalty: focusing on US and Korean consumers", Journal of Product Brand
Management, Vol. 30 No. 7, pp. 990-1015. https://doi.org/10.1108/JPBM-02-2020-2763
Kaul, P., and Arora, S. (2022), “Reinventing a brand’s identity: effect of name and logo announcements
on the stock price of Indian banks”, Journal of Brand Management, Vol. 29 No. (2022), pp. 258-
270. https://doi.org/10.1057/s41262-021-00266-2
Keller, K. L., and Kotler, P. (2022), “Branding in B2B firms. In Handbook of business-to-business
marketing (pp. 205-224). Edward Elgar Publishing.
Keller, K. O., Geyskens, I., and Dekimpe, M. G. (2020), “Opening the umbrella: the effects of rebranding
multiple category-specific private-label brands to one umbrella brand”, Journal of Marketing
Research, Vol. 57 No. 4, p. 677-694.
Kline RB (2012), Assumptions in Structural Equation Modeling, Guilford Press, New York
Li, G., Li, G. and Kambele, Z. (2012), “Luxury fashion brand consumers in China: perceived value,
fashion lifestyle, and willingness to pay”, Journal of Business Research, Vol. 65 No. 10, pp.
1516-1522. https://doi.org/10.1016/j.jbusres.2011.10.019
Li, M.W., Teng, H.Y. and Chen, C.Y., (2020). “Unlocking the customer engagement-brand loyalty
relationship in tourism social media: The roles of brand attachment and customer trust”, Journal
of Hospitality and Tourism Management, Vol. 44 No. (2020) pp.184-192.
https://doi.org/10.1016/j.jhtm.2020.06.015
Liu, W.K., Lee, Y.S. and Hung, L.M., (2017), “The interrelationships among service quality, customer
satisfaction, and customer loyalty: Examination of the fast-food industry”, Journal of Food
Service Business Research, Vol. 20 No. 2, pp.146-162.
https://doi.org/10.1080/15378020.2016.1201644
Liu, C. and Hogg, M.K., (2018), “Using attachment theory to understand consumers' tensions between
their sense of self and goal-pursuits in relationships”, Journal of Business Research, Vol. 92,
pp.197-209. https://doi.org/10.1016/j.jbusres.2018.07.033
Malär, L., Krohmer, H., Hoyer, W.D. and Nyffenegger, B. (2011), “Emotional brand attachment and
brand personality: The relative importance of the actual and the ideal self”, Journal of marketing,
Vol. 75 No. 4, pp.35-52.
Merrilees, B. and Miller, D. (2008), “Principles of corporate rebranding” European Journal of
Marketing, Vol. 42 No. (5/6), p. 537.
Mende, M. and Bolton, R.N. (2011), “Why attachment security matters: how customers’ attachment
styles influence their relationships with, service firms and service employees”, Journal of Service
Research, Vol. 14 No. 3, pp. 285-301.
Meyers, D.T., (2018), Nine Emotion and Heterodox Moral Perception An Essay in Moral Social
Psychology. In Feminists rethink the self, Routledge, pp. 197-218
Mostafa, R.B. and Kasamani, T. (2021), "Brand experience and brand loyalty: is it a matter of
emotions?", Asia Pacific Journal of Marketing and Logistics, Vol. 33 No. 4, pp. 1033-1051.
https://doi.org/10.1108/APJML-11-2019-0669
Muzellec, L. and Lambkin, M. (2006), "Corporate rebranding: destroying, transferring or creating brand
equity?", European Journal of Marketing, Vol. 40 No. 7/8, pp. 803-824.
https://doi.org/10.1108/03090560610670007
Marques, C., da Silva, R. V., Davcik, N. S., and Faria, R. T. (2020), “The role of brand equity in a new
rebranding strategy of a private label brand”, Journal of Business Research, Vol. 117 No. (2020),
pp. 497-507. https://doi.org/10.1016/j.jbusres.2020.06.022
McLean, G., Osei-Frimpong, K., Al-Nabhani, K., and Marriott, H. (2020), “Examining consumer
attitudes towards retailers'm-commerce mobile applications–An initial adoption vs. continuous use
perspective”, Journal of Business Research, No. 106 No. (2020), pp. 139-157.
https://doi.org/10.1016/j.jbusres.2019.08.032
Miller, D., Merrilees, B. and Yakimova, R., (2014), “Corporate rebranding: An integrative review of
major enablers and barriers to the rebranding process”, International Journal of Management
Reviews, Vol. 16 No. 3, pp.265-289. https://doi.org/10.1111/ijmr.12020
Niyas, N., and Kavida, V. (2023), “Impact of financial brand values on firm profitability and firm value
of Indian FMCG companies. IIMB Management Review.
Nyagadza, B., Kadembo, E. M., and Makasi, A. (2021), “When corporate brands tell stories: A signalling
theory perspective”, Cogent Psychology, Vol. 8 No. 1, 1897063.
https://doi.org/10.1080/23311908.2021.1897063
Odoom, R., Kosiba, J.P., Djamgbah, C.T. and Narh, L. (2019), "Brand avoidance: underlying protocols
and a practical scale", Journal of Product Brand Management, Vol. 28 No. 5, pp. 586-597.
https://doi.org/10.1108/JPBM-03-2018-1777
Opuni, F. F., Baffoe, M. S., and Adusei, E. P. (2013), “The effectiveness of rebranding as a comparative
study of Ghanaian business using the principles of corporate rebranding. Journal of Marketing
and Management, Vol. 4 No. 2, pp. 69-77
Oppong, R. (2021), “Marketing Oil and Gas Brands in Africa. Marketing Brands in Africa: Perspectives
on the Evolution of Branding in an Emerging Market, pp. 83-97.
Pappu, R. and Quester, P.G. (2016), "How does brand innovativeness affect brand loyalty?", European
Journal of Marketing, Vol. 50 No. 1/2, pp. 2-28. https://doi.org/10.1108/EJM-01-2014-0020
Park, C.W., MacInnis, D.J., Priester, J., Eisingerich, A.B. and Iacobucci, D. (2010), “Brand attachment
and Brand attitude strength: conceptual and empirical differentiation of two critical Brand equity
drivers”, Journal of Marketing, Vol. 74 No. 6, pp. 1-17.
Pels, J. and Sheth, J. N. (2017), “Business models to serve low-income consumers in emerging
markets”, Marketing Theory, Vol. 17 No. 3, pp. 373-391.
Petersen, J. A., Kumar, V., Polo, Y., and Sese, F. J. (2018), “Unlocking the power of marketing:
understanding the links between customer mindset metrics, behavior, and profitability”, Journal
of the Academy of Marketing Science, Vol. 46 No. 5, pp. 813-836.
https://doi.org/10.1007/s11747-017-0554-5
Prentice, C., Lopes, D.S. and Wang, X. (2020), “The impact of artificial intelligence and employee
service quality on customer satisfaction and loyalty”, Journal of Hospitality Marketing and
Management, Vol. 29 No. 7, pp. 739-756. https://doi.org/10.1080/19368623.2020.1722304
Perneger T.V, Courvoisier, D.S, Hudelson, P.M and Gayet-Ageron, A. (2015), “Sample size for pre-tests
of questionnaires”, Quality of Life Research, Vol. 24 No. 1, pp. 147–151.
Pearce, J., and Wu, L. (2022), Brand Reallocation, Concentration, and Growth. Available at SSRN
4279983.
Pina, R., and Dias, Á. (2021), “The influence of brand experiences on consumer-based brand
equity”, Journal of brand Management, Vol. 28, pp. 99-115. https://doi.org/10.1057/s41262-020-
00215-5
Quaye, D. and Mensah, I. (2019), "Marketing innovation and sustainable competitive advantage of
manufacturing SMEs in Ghana", Management Decision, Vol. 57 No. 7, pp. 1535-1553.
https://doi.org/10.1108/MD-08-2017-0784
Rather, R.A., (2018). Investigating the impact of customer brand identification on hospitality brand
loyalty: A social identity perspective”, Journal of Hospitality Marketing Management, Vol. 27
No. 5, pp.487-513. https://doi.org/10.1080/19368623.2018.1404539
Rossiter, J. and Bellman, S. (2012), “Emotional branding pays off: How brands meet share of
requirements through bonding, companionship, and love”, Journal of Advertising Research, Vol.
52 No. 3, pp. 291-296. https://doi.org/10.2501/JAR-52-3-291-296
Rubio, N., Villasenor, N. and Yague, M.J. (2017), “Creation of consumer loyalty and trust in the retailer
through store brands: the moderating effect of choice of store brand name”, Journal of Retailing
and Consumer Services, Vol. 34 No. 1, pp. 358-368.
https://doi.org/10.1016/j.jretconser.2016.07.014
Roseman, I.J. (1991), “Appraisal determinants of discrete emotions?”, Cognition and Emotion, Vol. 5 No.
3, pp. 161-200.
Roy, S., and Sarkar, S. (2015), “To brand or to rebrand: Investigating the effects of rebranding on brand
equity and consumer attitudes”, Journal of brand management, Vol. 22 No. 4, pp. 340-360.
https://doi.org/10.1057/bm.2015.21
Sanyal, S. N., Datta, S. K., and Banerjee, A. K. (2014), “Attitude of Indian consumers towards luxury
brand purchase: an application of ‘attitude scale to luxury items”, International Journal of Indian
Culture and Business Management, Vol. 9 No. 3, pp. 316-339.
Schmitt, B. (2012), “The consumer psychology of brands”, Journal of Consumer Psychology, Vol. 22 No.
1, pp. 7-17. https://doi:10.1016/j.jcps.2011.09.005
Schmalz, S. and Orth, U.R., (2012), “Brand attachment and consumer emotional response to unethical
firm behaviour”, Psychology marketing, Vol. 29 No. 11, pp.869-884.
https://doi.org/10.1002/mar.20570
Saunders M., Lewis, P. and Thornhill, A. (2012), Research methods for business students, 6th edn,
Harlow, England.
Snedecor, G.W. and Cochran, W.G., (1989), Statistical Methods (8th ed.). Ames: Iowa State University
Press
Santos, V., Ramos, P., Sousa, B., Almeida, N. and Valeri, M. (2022), "Factors influencing touristic
consumer behaviour", Journal of Organizational Change Management, Vol. 35 No. 3, pp. 409-429.
https://doi.org/10.1108/JOCM-02-2021-0032
Shahzad, M.F., Bilal, M., Xiao, J. and Yousaf, T. (2019), "Impact of smartphone brand experience on
brand equity: With mediation effect of hedonic emotions, utilitarian emotions and brand
personality", Journal of Islamic Marketing, Vol. 10 No. 2, pp. 440-464.
https://doi.org/10.1108/JIMA-04-2017-0045
Shimul, A. S. (2022), “Brand attachment: a review and future research”, Journal of Brand
Management, Vol. 29 No. 4, pp. 400-419. https://doi.org/10.1057/s41262-022-00279-5
Supriyanto, A., Wiyono, B. B., and Burhanuddin, B. (2021), “Effects of service quality and customer
satisfaction on loyalty of bank customers”, Cogent Business and Management, Vol. 8 No. 1, p.
1937847. https://doi.org/10.1080/23311975.2021.1937847
Stuart, H. (2018), "Corporate branding and rebranding: an institutional logics perspective", Journal of
Product and Brand Management, Vol. 27 No. 1, pp. 96-100. https://doi.org/10.1108/JPBM-05-
2016-1198
Tevi, A. and Otubanjo, O. (2013), “Understanding corporate re-branding: An evolution theory
perspective”, Journal of Marketing and Management, Vol. 5 No.3, pp. 102-123.
http://dx.doi.org/10.5539/ijms.v5n3p87
Thakur, R. and Srivastava, M. (2015), "A study on the impact of consumer risk perception and
innovativeness on online shopping in India", International Journal of Retail Distribution
Management, Vol. 43 No. 2, pp. 148-166. https://doi.org/10.1108/IJRDM-06-2013-0128
Taherdoost, H. (2017), “Determining sample size; how to calculate survey sample size”, International
Journal of Economics and Management Systems, Vol. 2 No. 1, pp. 237-239.
Thakkar, J.J. (2020), Structural equation modelling: Application for research and practice (With AMOS
and R). Gateway East, Singapore: Springer.
Tenai, S., and Kwasira, J. (2020), “Influence of online services rebranding on customer service delivery
in the banking sector in eldoret town”, Journal of Business and Management, Vol. 2 No. 11, pp.
32-40. https://doi.org/10.9790/487X-2211033240
Thomson, M., MacInnis, D.J. and Park, C.W. (2005), “The ties that bind: Measuring the strength of
consumers’ emotional attachments to brands”, Journal of Consumer Psychology, Vol. 15 No. 1, pp.
77–91. https://doi.org/10.1207/s15327663jcp1501_10
Touni, R., Kim, W.G., Haldorai, K. and Rady, A., (2022), “Customer engagement and hotel booking
intention: The mediating and moderating roles of customer-perceived value and brand reputation”,
International Journal of Hospitality Management, Vol. 104, No. (2022), p.103246.
https://doi.org/10.1016/j.ijhm.2022.103246
Treiblmaier, H., and Garaus, M. (2023), “Using blockchain to signal quality in the food supply chain: The
impact on consumer purchase intentions and the moderating effect of brand
familiarity”, International Journal of Information Management, No. 68, No. (2023), pp. 102514.
https://doi.org/10.1016/j.ijinfomgt.2022.102514
Trivedi, J. and Sama, R., (2020), “The effect of influencer marketing on consumers’ brand admiration and
online purchase intentions: An emerging market perspective”, Journal of Internet Commerce, Vol.
19 No. 1, pp.103-124. https://doi.org/10.1080/15332861.2019.1700741
Tsiotsou, R.H., Alexandris, K. and Cornwell, T. B. (2014). Using evaluative conditioning to explain
corporate co-branding in the context of sport sponsorship. International Journal of Advertising
33(2): 295–327. https://doi.org/10.2501/IJA-33-2-295-327
Ursachi G, Horodnic IA and Zait A (2015), “How reliable are measurement scales? External factors with
indirect influence on reliability estimators”, Procedia Economics and Finance, Vol. 20 No. 1, pp.
679–686.
van der Westhuizen, L.-M. (2018), "Brand loyalty: exploring self-brand connection and brand
experience", Journal of Product Brand Management, Vol. 27 No. 2, pp. 172-184.
https://doi.org/10.1108/JPBM-07-2016-1281
VanMeter, R., Syrdal, H.A., Powell-Mantel, S., Grisaffe, D.B. and Nesson, E.T., (2018), “Don't just
“Like” me, promote me: How attachment and attitude influence brand related behaviors on social
media”, Journal of Interactive Marketing, Vol. 43 No. 1, pp. 83-97.
http://doi.org/10.1016/j.intmar.2018.03.003
Wang J and Wang X (2020) Structural equation modelling: Application using Mplus. 2nd ed. Oxford:
John Wiley and Sons.
Wang, S. W., Pelton, L. E., and Hsu, M. K. (2019), “Analysis of consumers’ attitudinal and emotional
factors on luxury apparel brand purchase intentions”, The Service Industries Journal, Vol. 39 Nos.
(11-12), pp. 836-854. https://doi.org/10.1080/02642069.2018.1494158
Willys, N. (2018), “Customer satisfaction, switching costs and customer loyalty: An empirical study on
the mobile telecommunication service”, American Journal of Industrial and Business
Management, Vol. 8 No. 04, 1022. http://doi.10.4236/ajibm.2018.84070
Williams, A. S., Son, S., Walsh, P., and Park, J. (2021), “The influence of logo change on brand loyalty
and the role of attitude toward rebranding and logo evaluation”, Sport Marketing Quarterly,
Vol. 30 No. 1, pp. 69-81. http://doi.org/10.32731/SMQ.301.032021.06
Wilson, J.M. and Grammich, C.A., (2020), “Brand protection across the enterprise: Toward a total-
business solution”, Business Horizons, Vol. 63 No. 3, pp.363-376.
https://doi.org/10.1016/j.bushor.2020.02.002
Xia Y. and Yang Y. (2019), “RMSEA, CFI, and TLI in structural equation modeling with ordered
categorical data: The story they tell depends on the estimation methods”, Behavior research
methods, Vol. 51 No. 1, pp. 409-28. https://doi.org/10.3758/s13428-018-1055-2
Xiao, M., Wang, R., and Chan-Olmsted, S. (2018), “Factors affecting YouTube influencer marketing
credibility: a heuristic-systematic model”, Journal of media business studies, Vol. 15 No. 3, pp.
188-213. https://doi.org/10.1080/16522354.2018.1501146
Yalley, A.A (2021), “Voter response to logo rebranding of electoral management bodies in young
democracies: the rebranding of the electoral commission of Ghana”, Journal of Political
Marketing, Vol. 20 No. 2, pp. 1-23, https://doi.org/10.1080/15377857.2018.1477692
Yeboah P. O. and Addaney, M. (2016), “Corporate rebranding and performance of financial institutions
in Ghana”, Asian Economic and Social Society, Vol. 6, No. 7, pp. 150-166.
Zanger, V., Meißner, M., and Rauschnabel, P. A. (2022), “Beyond the gimmick: How affective responses
drive brand attitudes and intentions in augmented reality marketing”, Psychology and
Marketing, Vol. 39 No. 7, pp. 1285-1301. https://doi.org/10.1002/mar.21641
Zollo, L. (2021), “The consumers’ emotional dog learns to persuade its rational tail: Toward a social
intuitionist framework of ethical consumption”, Journal of Business Ethics, Vol. 168 No. 2, pp.
295-313. https://doi.org/10.1007/s10551-019-04420-4
Zhao, Y., Calantone, R. J., and Voorhees, C. M. (2018), “Identity change vs. strategy change: the effects
of rebranding announcements on stock returns”, Journal of the Academy of Marketing
Science, Vol. 46, pp. 795-812.

Table I: EFA Test Result

 Construct Var. (α) Var. KMO Approx. df Bartlett’s Item- α if item
and item Loadi Exp. chi- test of total is
ng square sphericity correlati deleted
(χ) (p-value) on
Brand 0.96 85.31 0.85 776.442 10 0.000
Attachment
BrdAt1 0.960 0.961 0.929
BrdAt2 0.925 0.919 0.937
BrdAt3 0.743 0.730 0.969
BrdAt5 0.947 0.921 0.937
BrdAt6 0.902 0.857 0.948
Attitude towards 0.95 86.68 0.77 686.077 6 0.000
Rebranding
AtReb1 0.914 0.942 0.909
AtReb3 0.917 0.923 0.915
AtReb4 0.787 0.753 0.968
AtReb5 0.888 0.883 0.928
Brand Loyalty 0.90 68.20 0.85 430.485 15 0.000
Brdloy1 0.851 0.699 0.893
Brdloy2 0.881 0.832 0.873
Brdloy3 0.789 0.723 0.889
Brdloy4 0.837 0.570 0.912
Brdloy5 0.867 0.809 0.876
Brdloy6 0.616 0.800 0.878
Composite index 0.91 81.16 0.83 1892.70 120 0.000

Table II: Descriptive Statistics

Measurement Items Code Mean SD Skew
I will not buy other brands if this brand is available. Brdloy1 5.066 1.543 -1.195
I will say positive things about this brand to other people. Brdloy2 5.364 1.580 1.375
I will continue to buy this brand. Brdloy3 6.263 .832 1.549
I am willing to pay a premium price for this brand Brdloy4 5.495 1.678 -1.434
I will not switch to other brands if I experience a problem with this Brdloy5 5.276 1.407 -.554
brand.
I will recommend this brand to other consumers Brdloy6 6.113 0.955 1.602
I would be unsatisfied if I do not use this brand. BrdAt1 6.091 1.059 2.035
To give up using this brand will make me sad. BrdAt2 5.508 1.416 -1.330
If this brand is off the market, it will be disappointing. BrdAt3 5.925 1.203 1.938
If I could not find this brand when I need it, I would be desperate. BrdAt5 6.160 .899 1.602
I feel responsive to the new brand elements BrdAt6 6.154 1.078 -1.825
I have an appreciation for the product’s rebranding. AtReb1 6.060 .8239 -1.164
I have a good opinion of the products’ rebranding. AtReb3 5.971 1.167 -1.811
My impressions of the product are good and excellent based on the AtReb4 6.132 .982 1.511
rebranding information
I feel good about the product’s rebranding AtReb5 6.251 .923 1.695
What are your emotions towards the rebranding of Voltic mineral C_emos 1.028 0.166 5.726
water?
Table III: Robustness Test
Construct Item code Std. Load
Brand Loyalty: CA (α)= 0.765; CR= 0.951; AVE=0.867
I will not buy other brands if this brand is available. Brdloy1 0.865
I will say positive things about this brand to other people. Brdloy2 0.897
I am willing to pay a premium price for this brand Brdloy4 0.644
Brand Attachments: CA (α)= 0.929; CR=0.794; AVE=0.516
To give up using this brand will make me sad. BrdAt2 0.927
If this brand is off the market, it will be disappointing. BrdAt3 0.762
If I could not find this brand when I need it, I would be desperate. BrdAt5 0.932
I feel responsive to the new brand elements BrdAt6 0.899
Attitudes towards rebranding: CA (α)= 0.947; CR= 0.883; AVE=0.655
I have an appreciation for the product’s rebranding. AtReb1 0.927
I have a good opinion of the products’ rebranding. AtReb3 0.922
My impressions of the product are good and excellent based on the AtReb4 0.778
rebranding information
I feel good about the product’s rebranding AtReb5 0.904

Table IV: Heterotrait-Monotrait Ratio of Correlation

Atti_rebranding Brand_Attach Brand_Loy

Atti_rebranding

Brand_Attach 0.644

Brand_Loy 0.190 0.432

Table V: Fornell and Larcker Discriminant Validity

MaxR( Atti_rebran Brand_Att Brand_L
CR AVE MSV
H) ding ach oy

Atti_rebranding 0.883 0.655 0.462 0.893 0.809

Brand_Attach 0.794 0.516 0.192 0.876 0.359** 0.718
Brand_Loy 0.951 0.867 0.192 0.958 0.199*** 0.439*** 0.931

Table VI: Summary of Study Result

Model Structural relationships β SE. t-values Sig. Dec.

Model 1: base line: Brand _Attach → Brand _Loy 0.757 0.106 7.122 ***
H1 Supported
H3 Cons_emotions → Atti_rebranding 0.303 0.50 6.103 *** Supported

Model 2: Test for Partial mediation effect

Brand _Attach → Brand _Loy 0.670 0.128 5.234 *** Sig.
Attitudes towards Brand _Attach → Atti_rebranding 0.437 0.057 7.658 *** Sig.
rebranding Atti_rebranding → Brand _Loy 0.059 0.101 0.580 0.562 Not Sig.

Consumer emotions Brand _Attach → Cons_emotions 0.556 0.064 8.643 *** Sig.
Cons_emotions → Brand _Loy 0.121 0.093 1.296 0.195 Not. Sig.

Model 3: Test for Full mediation effect

Consumer emotions Brand _Attach → Cons_emotions 0.521 0.065 8.029 *** Supported
H2 Cons_emotions → Brand _Loy 0.348 0.092 3.773 ***
Attitude towards Brand _Attach → Atti_rebranding 0.237 0.060 3.932 *** Not
rebranding Atti_rebranding → Brand _Loy Supported
H4 0.131 0.105 1.258 0.208
Significant at: *p-value, 0.05, **p-value, 0.01 and ***p-value, 0.001

Figure I: Study model

Consumer emotion

+H2

+H1
Brand attachment Brand loyalty

+H3

+H4

Consumer attitudes towards rebranding

Figure 2: CFA Model

Figure 3: Test for a direct relationship

Figure 4: Test for a mediating effect