The Influence of Woman Apparel Brand New Brand Image In Generating Brand Trust, Brand Prestige, Brand Love, and Brand Loyalty

Abstract

In 2018, A Woman Apparel Brand (Brand X) is facing problems because of its brand image. They got a negative stigma and boycott from the public, it leads to the cancellation of the Brand X Fashion Show in 2019. Furthermore, in 2020, the show was also canceled due to the pandemic. Therefore, Brand X Brand decided to rebrand brand image as a response to its issue in 2018 with the Body Positivity concept. They got various responses about their new brand image both positive and negative sides. Thus, this research aims to identify the influence of Brand X Rebranding on Brand Loyalty by assessing it’s Brand Trust, Prestige, and Love. This research was conducted using a quantitative approach through an online survey with 263 Respondents who meet the criteria and use descriptive statistics with PLS-SEM to analyze the data. The result are showed that A Woman Apparel Brand Rebranding Brand Image has a positive influence on Brand Trust, Brand Prestige, and Brand Love; Brand Trust on Brand X Rebranding Brand Image does not have a positive influence on Brand Loyalty, and Brand Prestige and Brand Love on Brand X Rebranding Brand Image has a positive influence on Brand Loyalty.

Keywords: Rebranding, Brand Image, Brand Trust, Brand Prestige, Brand Love, and Brand Loyalty