MEDIATING ROLE OF BRAND IMAGE ON THE RELATIONSHIP BETWEEN BRAND REJUVENATION AND CONSUMER PURCHASE INTENTION
Abdurrahman Umar, Bashir Mahmood Baffa, Nura Suleman Ibrahim, Sani Damamisau Mohammed, and Bara’atu Bala Adamu
Volume 4 Issue 1
Abstract
This study explores the mediating role of brand image in the relationship between brand rejuvenation strategies— such as product innovation, rebranding, and marketing campaigns—and consumer purchase intentions. The study aims to theorize and clarify the pathways through which brand rejuvenation influences consumer behavior through brand image perceptions. Drawing on an extensive review of existing literature, this paper synthesizes theoretical insights from studies on brand management, consumer behavior, and marketing strategy. The conceptual framework proposes that brand rejuvenation initiatives impact consumer purchase intentions indirectly, mediated by changes in brand image perceptions. The conceptual analysis highlights that effective brand rejuvenation enhances brand image, leading to favorable consumer perceptions and increased purchase intentions. Specific strategies such as rebranding, innovative product offerings, and targeted marketing campaigns are theorized to reinforce positive brand associations and consumer loyalty. Based on the findings, this study recommends that brand managers continuously innovate their product offerings to meet changing consumer preferences and technological advancements. Similarly, brand managers should engage in strategic rebranding efforts to refresh the brand’s identity and ensure it remains aligned with the evolving market trends and consumer expectations. Likewise, brand managers should implement targeted marketing campaigns that effectively communicate the brand’s rejuvenation efforts, thereby enhancing consumer awareness and fostering positive brand associations. Key words: Brand Image; Brand Rejuvenation; Innovation; Purchase Intention, Rebranding.
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