Corporate rebranding: Effects of corporate visual identity changes on employees and consumers

W. Bolhuis, Menno D.T. de Jong (Corresponding Author), A.L.M. van den Bosch

Research output: Contribution to journalArticleAcademicpeer-review

10 Citations (Scopus)
1 Downloads (Pure)

Abstract

Many organizations invest periodically in a new corporate visual identity (CVI). This study investigates the main effects of CVI changes in four organizations, taking into account three independent variables: stakeholder type (employees vs. consumers), the specific organization, and communication about the CVI change. The results show that CVI changes had positive effects on CVI appreciation and identity/image. However, the effects were different for employees and consumers and differed between specific organizations. Furthermore, adequate communication about the new CVI appeared to be important for people’s appreciation of the CVI. The implications of these findings are discussed.
Original languageEnglish
Pages (from-to)3-16
Number of pages14
JournalJournal of marketing communications
Volume24
Issue number1
DOIs
Publication statusPublished - 15 Aug 2018

Keywords

  • UT-Hybrid-D
  • IR-96898
  • METIS-311332

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