Impact of Rebranding on Customer Loyalty in the Canadian Market

Abstract

Rebranding has become a strategic tool widely used by organizations to remain competitive, modernize brand image, and realign with evolving consumer expectations. In mature and highly competitive markets such as Canada, rebranding decisions carry significant risk, as they may either strengthen or weaken customer loyalty. This study investigates the impact of corporate rebranding on customer loyalty in the Canadian market. Using a conceptual framework grounded in brand equity theory and relationship marketing, this paper examines how brand identity change, brand communication, perceived quality, and emotional attachment influence customer loyalty following rebranding. A mixed-method approach is proposed involving surveys and structured interviews across multiple Canadian industries. The study highlights that successful rebranding positively affects customer trust, satisfaction, and repurchase intention, whereas poorly executed rebranding damages long-term loyalty. The findings have significant implications for brand managers, marketing strategists, and policymakers focusing on sustainable brand development.