The Impact of a Change in Brand Identity on Consumer Purchase Behavior and Loyalty.

Shenaike, Derinsola Temitope (2020) The Impact of a Change in Brand Identity on Consumer Purchase Behavior and Loyalty. Masters thesis, Griffith College.

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Abstract

This study was designed to explore the impact of change in brand identity on consumer purchase decision and loyalty. The motivation of this research was owing to the lack of in-depth understanding of the impact change in brand identity may have on consumer decision and loyalty. The research objectives of this study were formulated to provide detailed understanding on the impact of change in brand identity on consumer purchase decision and loyalty. A qualitative, explanatory research method was adopted using a case study research strategy. The mono-method data collection was adopted in the study, which allowed for only one data collection instrument. Semi-structured interview was the research instrument adopted to collect data for the study. Data was collected from ten participants whom were consumers of eight brands and were interviewed. The findings of this study show that consumers perceive change in brand identity to be a decoy for brands to reduce the brand quality. Also, it was shown that change in brand identity may hurt or help a brand. Moreover, it was revealed in the study that when product quality remains the same, change in brand identity do not affect the consumer loyalty. It revealed in the study that frequent change in brand identity can affect consumer purchase decision. It was also found that consumers believe that consistency of brand over a period of time connotes strength of the brand. The study also revealed that brand name does not have significant impact on brand as it seems, as element such as color pose a greater impact on consumer perception of a brand. It is recommended that brand popularity should always be considered when a brand want to embark on change in brand identity as brand with cheap quality may struggle to survive when there is a change in brand identity, change in brand identity may hurt or help the brand, consumer, brands should also consider market culture in their industries before carrying out change in brand identity, and brands should be consistent with their identity as that may give them brand strength.

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