The impact of rebranding on consumer perceptions in the luxury fashion market
Kouhestani Asli, Pouyan (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024120833671
https://urn.fi/URN:NBN:fi:amk-2024120833671
Tiivistelmä
This thesis investigates the impact of rebranding on consumer perceptions within the luxury leather goods sector, focusing on the 2020 rebranding of the Iranian brand Dorsa. The study examines how changes in brand identity, including visual design, product development, and communication strategies, influenced consumer loyalty and perceptions across different age groups.
Rebranding, as a strategic approach, was explored in the context of balancing cultural heritage and modern consumer expectations. A quantitative research method was employed, using structured surveys to collect data from a sample of Dorsa’s customers who experienced the brand both before and after rebranding. Statistical analysis, including regression and correlation tests, was conducted to evaluate the relationships between brand changes and consumer responses. Key metrics included customer satisfaction, brand loyalty, and cultural alignment.
The results revealed that Dorsa’s rebranding successfully reinforced its Iranian cultural identity while appealing to younger consumers. However, challenges emerged in retaining loyalty among older customers, highlighting the complexities of rebranding in culturally rich markets. This study contributes to the understanding of rebranding in non-Western contexts by offering actionable insights for luxury brands aiming to integrate cultural heritage with modern market demands.
Rebranding, as a strategic approach, was explored in the context of balancing cultural heritage and modern consumer expectations. A quantitative research method was employed, using structured surveys to collect data from a sample of Dorsa’s customers who experienced the brand both before and after rebranding. Statistical analysis, including regression and correlation tests, was conducted to evaluate the relationships between brand changes and consumer responses. Key metrics included customer satisfaction, brand loyalty, and cultural alignment.
The results revealed that Dorsa’s rebranding successfully reinforced its Iranian cultural identity while appealing to younger consumers. However, challenges emerged in retaining loyalty among older customers, highlighting the complexities of rebranding in culturally rich markets. This study contributes to the understanding of rebranding in non-Western contexts by offering actionable insights for luxury brands aiming to integrate cultural heritage with modern market demands.