Title: Rebranding strategy in the international context: the role of country image

Authors: Afef Ben Youssef Zghidi; Faouzia Mida; Imed Zaiem

Addresses: Higher Institute of Technological Studies of Communications of Tunis, Technopole el Gazala, Route de Raoued – km 3.5, 2083, Ariana, Tunisia ' Higher School of Economic and Commercial Sciences of Tunis, 4, Rue Abou Zakaria El Hafsi – 1089 Montfleury, Tunis ' Faculty of Economic Sciences and Management of Nabeul, Campus Universitaire, Mrezga, Route Hammamet, 8000 Nabeul, Tunisia

Abstract: Market globalisation and competitive intensity drive certain managers to revise their brand strategies. In this respect, the present article questions the consequences of a rebranding strategy of a service provider, especially in the international context. The focus is on testing the impact of this change on customer-based brand equity and the role of country image on customers evaluations. The empirical study was conducted in Tunisia and focused on a rebranding strategy of a mobile telephone operator. A total of 180 individuals participated in this survey. The results showed that brand loyalty before rebranding has a negative effect on only one dimension of the consumer attitude towards rebranding. The latter variable has a direct and positive impact on customer-based brand equity. In fact, the more favourable consumer attitude towards rebranding is, the higher the level of customer-based brand equity becomes. Furthermore, the global image of the country of origin has a moderating effect on the latter relation.

Keywords: rebranding strategy; international context; country image; rebranding attitudes; customer-based brand equity; brand loyalty; service providers; Tunisia; mobile phones; cell phones; consumer attitudes.

DOI: 10.1504/IJDIPE.2015.073939

International Journal of Diplomacy and Economy, 2015 Vol.2 No.4, pp.330 - 350

Received: 22 Apr 2015
Accepted: 07 Jun 2015
Published online: 30 Dec 2015 *

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