Investigating consumers' responses to Ferrero Rondnoir's rebranding

The goal of this dissertation is to investigate the impact that the rebranding of Ferrero Rondnoir into Ferrero Rocher Dark could have on consumers’ purchase intentions. An experimental study (with a sample composed of a total of 174 participants) explores two parallel processes that mediate the relationship between rebranding and purchase intentions. Specifically, the results sustain precedent scholarly work by demonstrating that rebranding significantly enhances brand awareness, perceived quality, customer satisfaction, and brand loyalty, ultimately influencing purchase intentions. Furthermore, the analysis proves the positive influence of brand awareness on perceived product quality and their role as serial mediators in the effects of rebranding on purchase intentions. Similarly, customer satisfaction positively influences brand loyalty in a relationship of serial mediation, and both variables mediate the effects of rebranding on purchase intentions. The dissertation highlights the cruciality of brand awareness, perceived product quality, customer satisfaction, and brand loyalty in implementing rebranding strategies, which alone may not be sufficient to positively influence customers. The study aims to offer theoretical contributions to the branding literature. Not only does it identify two parallel psychological processes explaining the effect of rebranding strategies on purchase intentions, but it also illustrates which process might be more effective in driving this effect. Finally, by showing the practical effect of a rebranding strategy on consumer behavior, this study might offer managerial insights to Ferrero and similar companies.