| Summary: | 碩士 === 國立彰化師範大學 === 企業管理學系行銷與流通管理碩士班 === 105 === This study aims to explore the effects of rebranding on brand equity. In order to compare the difference of effects between different types of rebranding, the purposes are divided into exploring the effects of different types of rebranding on brand equity and the effects of different types of rebranding on the dimension of brand equity. There are four categories of rebranding, includes repositioning, renaming, redesigning and recommunicating. The brand equity was classified by Schivinski and Dabrowski. The dimensions follow Aaker and Keller’s CBBE framework as four-dimensional model consisting of brand awareness, brand association, perceived quality, and brand loyalty to maintain a direct relationship with the consumers. This study adopted online questionnaire for empirical. The total 400 valid questionnaires were collected and analyzed by SPSS 20.0. The results found that rebranding would enhance the each classification of the brand equity. After comparing the differences of effects, we provide some opinions to business practicing brand management of rebranding.
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