REBRANDING INDUSTRI PERBANKAN: INVESTIGASI PERAN RELIGIUSITAS DALAM MEMPENGARUHI PERSEPSI KONSUMEN
DOI:
https://doi.org/10.32505/j-ebis.v7i2.4781Keywords:
Rebranding, Religiousity, Brand Image, Customer Based Brand Equity, Banking IndustryAbstract
This study aims to examine the role of rebranding and corporate image on customer-based brand equity (CBBE), as well as the moderating role of the religiosity variable in the relationship between rebranding and corporate image on CBBE. This research is a survey using a questionnaire as a data collection tool. The sampling method used is convenience sampling with 100 respondents from banking customers in Langsa City as the sample. For the data analysis methods, using multiple linear regression testing (t-test, F-test, and R2). To test the effect of moderating variables, Moderated Regression Analysis (MRA) technique is used. The results revealed that rebranding proved to have a positive and significant effect on CBBE, as well as the effect of brand image on CBBE. To examine the moderating effect of the religiosity variable, it is only proven that there is a moderating effect of religiosity on the relationship between brand image and CBBE.
References
Abou-Youssef, M. M. H., Kortam, W., Abou-Aish, E., & El-Bassiouny, N. (2015). Effects of religiosity on consumer attitudes toward Islamic banking in Egypt. International Journal of Bank Marketing, 33(6), 786–807. https://doi.org/10.1108/IJBM-02-2015-0024
Abror, A., Patrisia, D., Engriani, Y., Idris, I., & Dastgir, S. (2022). Islamic bank trust: the roles of religiosity, perceived value and satisfaction. Asia Pacific Journal of Marketing and Logistics, 34(2), 368–384. https://doi.org/10.1108/APJML-10-2020-0715
Achour, M., Mohd Nor, M. R., & MohdYusoff, M. Y. Z. (2016). Islamic Personal Religiosity as a Moderator of Job Strain and Employee’s Well-Being: The Case of Malaysian Academic and Administrative Staff. Journal of Religion and Health, 55(4), 1300–1311. https://doi.org/10.1007/s10943-015-0050-5
Agarwala, R., Mishra, P., & Singh, R. (2019). Religiosity and consumer behavior: a summarizing review. Journal of Management, Spirituality and Religion, 16(1), 32–54. https://doi.org/10.1080/14766086.2018.1495098
Blazquez, M., Mattich, K., Henninger, C. E., & Helberger, E. (2019). The effects of rebranding on customer-based brand equity. International Journal of Business and Globalisation, 22(1), 91–109. https://doi.org/10.1504/IJBG.2019.097391
Chad, P. (2015). Utilising a change management perspective to examine the implementation of corporate rebranding in a non-profit SME. Journal of Brand Management, 22(7), 569–587. https://doi.org/10.1057/bm.2015.33
Chang, H. H., Hsu, C. H., & Chung, S. H. (2008). The antecedents and consequences of brand equity in service markets. Asia Pacific Management Review, 13(3), 601–624.
Collange, V. (2015). Consumer reaction to service rebranding. Journal of Retailing and Consumer Services, 22, 178–186. https://doi.org/10.1016/j.jretconser.2014.07.003.
Dibb, S., & Simões, C. (2001). Rethinking the brand concept: new brand orientation. Corporate Communications: An International Journal, 6(4), 217–224.
Eid, R., & El-Gohary, H. (2015). The role of Islamic religiosity on the relationship between perceived value and tourist satisfaction. Tourism Management, 46, 477–488. https://doi.org/10.1016/j.tourman.2014.08.003
Farouk, A. U., Md Idris, K., & Saad, R. A. J. Bin. (2018). Moderating role of religiosity on Zakat compliance behavior in Nigeria. International Journal of Islamic and Middle Eastern Finance and Management, 11(3), 357–373. https://doi.org/10.1108/IMEFM-05-2017-0122
Goi, C., & Goi, M.-T. (2011). Review on Models and Reasons of Rebranding. International Conference on Social Science and Humanity, 5, 445–449. http://www.ipedr.com/vol5/no2/99-H10243.pdf
Hoeffler, S., & Keller, K. L. (2002). Building brand equity through corporate societal marketing. Journal of Public Policy and Marketing, 21(1), 78–89. https://doi.org/10.1509/jppm.21.1.78.17600
Ing, G. P. (2012). Corporate rebranding and the effects on consumers’ attitude structure. International Journal of Business and Society, 13(3), 255–278.
Jamal, A., & Sharifuddin, J. (2015). Perceived value and perceived usefulness of halal labeling: The role of religion and culture. Journal of Business Research, 68(5), 933–941. https://doi.org/10.1016/j.jbusres.2014.09.020
Joshanloo, M. (2016). Religiosity moderates the relationship between negative affect and life satisfaction: A study in 29 European countries. Journal of Research in Personality, 61, 11–14. https://doi.org/10.1016/j.jrp.2016.01.001
Kaikati, J. G. (2003). Lessons from Accenture’s 3Rs: Rebranding, restructuring and repositioning. Journal of Product & Brand Management, 12(7), 477–490. https://doi.org/10.1108/10610420310506038
Kashmiri, S., & Mahajan, V. (2015). The name’s the game: Does marketing impact the value of corporate name changes? Journal of Business Research, 68(2), 281–290. https://doi.org/10.1016/j.jbusres.2014.07.007
Kayaman, R., & Arasli, H. (2007). Customer based brand equity: Evidence from the hotel industry. Managing Service Quality, 17(1), 92–109. https://doi.org/10.1108/09604520710720692
Keller, K. L. (2013). and Measuring, Brand Managing Customer-Based Equity. 57(1), 1–22.
Kusumawati, A., Listyorini, S., Suharyono, & Yulianto, E. (2020). The Role of Religiosity on Fashion Store Patronage Intention of Muslim Consumers in Indonesia. SAGE Open, 10(2). https://doi.org/10.1177/2158244020927035
Lambkin, M., & Muzellec, L. (2008). Rebranding in the banking industry following mergers and acquisitions. International Journal of Bank Marketing, 26(5), 328–352. https://doi.org/10.1108/02652320810894398
Lomax, W., & Mador, M. (2006). Corporate re-branding: From normative models to knowledge management. Journal of Brand Management, 14(1–2), 82–95. https://doi.org/10.1057/palgrave.bm.2550029
Melewar, T. C., Hussey, G., & Srivoravilai, N. (2005). Corporate visual identity: The re-branding of France Télécom. Journal of Brand Management, 12(5), 379–394. https://doi.org/10.1057/palgrave.bm.2540233
Merrilees, B., & Miller, D. (2008). Principles of corporate rebranding. European Journal of Marketing, 42(5–6), 537–552. https://doi.org/10.1108/03090560810862499
Miller, D., Merrilees, B., & Yakimova, R. (2014). Corporate rebranding: An integrative review of major enablers and barriers to the rebranding process. International Journal of Management Reviews, 16(3), 265–289. https://doi.org/10.1111/ijmr.12020
Muzellac, L. & D. (2003). Corporate Rebranding – An Exploratory Review. Irish: Emerald Journal Database.
Muzellec, L., & Lambkin, M. (2006). Corporate rebranding: Destroying, transferring or creating brand equity? European Journal of Marketing, 40(7–8), 803–824. https://doi.org/10.1108/03090560610670007
Pappu, R., Cooksey, R. W., & Quester, P. G. (2005). Consumer-based brand equity: improving the measurement – empirical evidence. Journal of Product & Brand Management, 14(3), 143–154. https://doi.org/10.1108/10610420510601012
Piaralal, S., & Mei, T. M. (2015). Determinants of Brand Equity in Private Healthcare Facilities in Klang Valley, Malaysia. American Journal of Economics, 2015(2), 177–182. https://doi.org/10.5923/c.economics.201501.21
Riaz, M. M., Kumaresan, D., Aruna, K., & Charles Michael Raj, K. V. (2014). Consumer-Based Brand Equity: Improving the Measurement - Empirical Evidence. IOSR Journal of Business and Management, 16(5), 25–30. https://doi.org/10.9790/487x-16522530
Roy, S., & Sarkar, S. (2015). To brand or to rebrand: Investigating the effects of rebranding on brand equity and consumer attitudes. Journal of Brand Management, 22(4), 340–360. https://doi.org/10.1057/bm.2015.21
Sallam, M. A. (2016). The Impact of Brand Image and Corporate Branding on Consumer’s Choice: The Role of Brand Equity. International Journal of Marketing Studies, 8(1), 98. https://doi.org/10.5539/ijms.v8n1p98
Sasmita, J., & Mohd Suki, N. (2015). Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail and Distribution Management, 43(3), 276–292. https://doi.org/10.1108/IJRDM-02-2014-0024.
Syed Alwi, S. F., Nguyen, B., Melewar, T. C., Loh, Y. H., & Liu, M. (2016). Explicating industrial brand equity: Integrating brand trust, brand performance and industrial brand image. Industrial Management and Data Systems, 116(5), 858–882. https://doi.org/10.1108/IMDS-09-2015-0364
Tan, T. M., Ismail, H. Bin, & Rasiah, D. (2011). Hierarchical Chain Of Consumer-Based Brand Equity: Review From The Fast Food Industry. International Business & Economics Research Journal (IBER), 10(9), 67. https://doi.org/10.19030/iber.v10i9.5628
Tevi, A., & Otubanjo, O. (2013). Understanding Corporate Rebranding: An Evolution Theory Perspective. International Journal of Marketing Studies, 5(3), 87–93. https://doi.org/10.5539/ijms.v5n3p87
