The impact of Jaguar’s rebranding on consumer perception
DOI:
https://doi.org/10.11606/issn.1984-5057.v17i2e243595Keywords:
strategy, Jaguar, motivations, consumer perception, rebrandingAbstract
This study primarily aims to deepen the understanding of Jaguar’s rebranding and to examine how the recent changes made to its brand identity have influenced consumer perception. To this end, the following research question was posed: What is consumers’ perception of Jaguar’s rebranding? To address this question, the authors began with a literature review on the topic under analysis and subsequently conducted an online survey, obtaining 255 valid responses. Based on the results, it was found that Jaguar’s rebranding did not have a significant impact on the perception of most respondents, particularly regarding visibility, reputation, and purchase intention. However, the study opens the discussion to broader debates about the impact of rebranding on brand perception and encourages reflection on the challenges that traditional brands face in their repositioning processes.
Downloads
References
AGYEKUM, Charles; HAIFENG, Huang; AGYEIWAA, Abena. Consumer perception of product quality. Microeconomics and Macroeconomics, New York, v. 3, n. 2, p. 25–29, 2015. Disponível em: https://doi.org/10.5923/j.m2economics.20150302.01. Acesso em: 16 fev. 2026.
ALI, Basheer Khider et al. Investigating the impact of corporate rebranding on customer satisfaction: empirical evidence from the beverage industry. International Journal of Advanced and Applied Sciences, Abu Dhabi, v. 6, n. 4, p. 110–122, 2019. Disponível em: https://doi.org/10.21833/ijaas.2019.04.013. Acesso em: 16 fev. 2026.
AMERICAN MARKETING ASSOCIATION. What is a brand? Chicago: American Marketing Association, 2025. Disponível em: https://www.ama.org/topics/brand-and-branding/. Acesso em: 10 abr. 2025.
BAMFO, Bernard. The effects of corporate rebranding on customer satisfaction and loyalty: empirical evidence from the Ghanaian banking industry. Cogent Business & Management, Abingdon, v. 5, n. 1, p. 1–11, 2018. Disponível em: https://doi.org/10.1080/23311975.2017.1413970. Acesso em: 16 fev. 2026.
CARVALHO, Vítor; MACIEL, Rafael; MOURÃO, Nuno. A dinâmica metodológica do design contemporâneo em contextos territoriais. In: CONGRESSO BRASILEIRO DE PESQUISA E DESENVOLVIMENTO EM DESIGN, 13., 2018, Joinville. Anais [...]. Joinville: Universidade da Região de Joinville (UNIVILLE), 2018. Disponível em: https://doi.org/10.5151/ped2018-3.3_ACO_01. Acesso em: 16 fev. 2026.
CRESWELL, John W. Research design: qualitative, quantitative, and mixed methods approaches. 3. ed. Thousand Oaks: SAGE Publications, 2009.
DALY, Aidan; MOLONEY, Deirdre. Managing corporate rebranding. Irish Marketing Review, Dublin, v. 17, n. 2, p. 30–36, 2004.
DIAS, Paulo; DUARTE, Alexandre. Social brand management in a post Covid-19 era. 1. ed. London: Routledge, 2023. Disponível em: https://doi.org/10.4324/9781003382331. Acesso em: 16 fev. 2026.
DUARTE, Alexandre. The relationship between brands and consumers. In: DIAS, Paulo; DUARTE, Alexandre. Social brand management in a post Covid-19 era. London: Routledge, 2023. p. 3–16. Disponível em: https://doi.org/10.4324/9781003382331-2. Acesso em: 16 fev. 2026.
DUARTE, Alexandre; TILL, Brian D.; HAFEEZ, Khalid. Brand positioning strategies: creating and communicating unique value propositions. In: LEE, Seung-Hee et al. (ed.). Strategies for brand communications and management: bridging academia and practice. London: Great Britain Press and Publications, 2024. p. 86–115.
ETIKAN, Ilker; MUSA, Sulaiman Abubakar; ALKASSIM, Rukayya Sunusi. Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, New York, v. 5, n. 1, 2016. Disponível em: https://doi.org/10.11648/j.ajtas.20160501.11. Acesso em: 16 fev. 2026.
FLICK, Uwe. Introdução à metodologia de pesquisa: um guia para iniciantes. Porto Alegre: Penso, 2013.
GOI, Chai Lee; GOI, Tien Seng. Review on models and reasons of rebranding. In: INTERNATIONAL CONFERENCE ON SOCIAL SCIENCE AND HUMANITY, 2011, Singapore. Proceedings [...]. Singapore: IACSIT Press, 2011. p. 445–449.
HIEN, Nguyen Thi; NHU, Tran Thi. The effect of digital marketing transformation trends on consumers purchase intention in B2B businesses: the moderating role of brand awareness. Cogent Business & Management, Abingdon, v. 9, n. 1, p. 1–24, 2022. Disponível em: https://doi.org/10.1080/23311975.2022.2105285. Acesso em: 16 fev. 2026.
KAPFERER, Jean-Noël; BASTIEN, Vincent. The luxury strategy: break the rules of marketing to build luxury brands. 1. ed. London: Kogan Page, 2009.
KOTLER, Philip. Marketing management. Millennium ed. Boston: Pearson Custom Publishing, 2002.
KOTLER, Philip; KELLER, Kevin Lane. Marketing para o século XXI. São Paulo: Pearson Prentice Hall, 2006.
MCCRINDLE, Mark. The ABC of XYZ: understanding the global generations. Sydney: UNSW Press, 2009.
MERRILES, Bill; MILLER, Dale. Principles of corporate rebranding. European Journal of Marketing, Bradford, v. 42, n. 5, p. 537–552, 2008. Disponível em: https://doi.org/10.1108/03090560810862499. Acesso em: 16 fev. 2026.
MILLER, Dale; MERRILES, Bill; YAKIMOVA, Raina. Corporate rebranding: an integrative review of major enablers and barriers to the rebranding process. International Journal of Management Reviews, Oxford, v. 16, p. 265–289, 2014.
MUZELLEC, Laurent; LAMBKIN, Mary. Corporate rebranding: destroying, transferring or creating brand equity? European Journal of Marketing, Bradford, v. 40, n. 7, p. 803–824, 2006. Disponível em: https://doi.org/10.1108/03090560610670007. Acesso em: 16 fev. 2026.
NYAMBANE, Mary; MAROKI, Eunice. The relationship between rebranding and customer loyalty: the case of Kenya Power. International Journal of Science and Research, Ahmedabad, v. 4, n. 3, p. 995–1001, 2013.
SINGH, Anil; TRIPATHI, Vivek; YADAV, Pradeep. Rebranding and organizational performance – some issues of relevance. American Journal of Sociological Research, New York, v. 2, n. 5, p. 90–97, 2012. Disponível em: https://doi.org/10.5923/j.sociology.20120205.01. Acesso em: 16 fev. 2026.
STUART, Helen; MUZELLEC, Laurent. Corporate makeovers: can a hyena be rebranded? Journal of Brand Management, London, v. 11, n. 6, p. 472–482, 2004. Disponível em: https://doi.org/10.1057/palgrave.bm.2540193. Acesso em: 16 fev. 2026.
TAHERDOOST, Hamed. Sampling methods in research methodology: how to choose a sampling technique for research. SSRN Electronic Journal, Rochester, 2016. Disponível em: https://doi.org/10.2139/ssrn.3205035. Acesso em: 16 fev. 2026.
TROY, Declan J.; KERRY, Joseph P. Consumer perception and the role of science in the meat industry. Meat Science, Amsterdam, v. 86, n. 1, p. 214–226, 2010. Disponível em: https://doi.org/10.1016/j.meatsci.2010.05.009. Acesso em: 16 fev. 2026.
ZHAO, Yushan; CALANTONE, Roger; VOORHEES, Clay. Identity changes vs. strategy change: the effects of rebranding announcements on stock returns. Journal of the Academy of Marketing Science, Cham, v. 46, p. 795–812, 2018. Disponível em: https://doi.org/10.1007/s11747-018-0579-4. Acesso em: 16 fev. 2026.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Fabiana Cabeça, Alexandre Duarte
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons BY-NC-SA License.
