The Effect of Rebranding on Brand Loyalty: Brand Reputation As Mediator

The fatal accident that took hundreds of life caused the Malaysian Airline System (MAS) to rebrand their organization by performing a changing on corporate level, business unit and part brand visual identity such as name rebuild reputation retain customer loyalty. Therefore, this study is attempted explore effect rebranding change loyalty reputation. This paper utilized quantitative analysis method. total number 372 flight passengers from Penang Alor Setar airports used in study. Seven Likert scales was measure degree SPSS 20.0 Smart PLS software test reliability items hypothesized relationship. result found has no effects branding However, does Brand significant influence it also acts mediator between rebranding. presents theoretical contribution for academic purpose useful contributions practitioners.