{"id":{"repo_id":"vt","oai_identifier":"oai:vtechworks.lib.vt.edu:10919/96398"},"canonical_url":"https://search.dev.ndltd.org/etd/vt/oai:vtechworks.lib.vt.edu:10919/96398","repository":{"repo_id":"vt","name":"Virginia Tech","base_url":"https://vtechworks.lib.vt.edu/oai/request"},"display":{"title":"Social Identity Theory and Rebranding: The brand formerly known as Dunkin' Donuts","abstract":"This study examines the impact that the rebranding of Dunkin' Donuts to Dunkin' has on brand perception, specifically in Generation Z and Millennials through the lens of social identity theory. Factors studied include visual brand identification, brand loyalty, purchasing habits, and perception of brand equity. Forty-four (N=44) students participated in four focus groups looking at these variables. The findings showed that social identification with Dunkin' is formed through personal brand experience, although participants were resistant to self-categorization with Dunkin'. The findings also demonstrated that social identification decreased slightly through the visual rebranding, but did not create any reported impact on purchasing habits. It was also reported that the level of social identification was based off of perception of brand value and quality. Finally, participants demonstrated that there was an impact on social comparison through participants questioning Dunkin's values as an organization. Given that the sample was all Millennial and Generation Z consumers, this study also determined that company values are important to these cohorts. It also suggested that perceived modernization of a brand can positively impact brand equity, and that communication of rebranding changes to the public are an important step of a successful rebrand. Practical implications of this research are also discussed.","abstract_html":"This study examines the impact that the rebranding of Dunkin' Donuts to Dunkin' has on brand perception, specifically in Generation Z and Millennials through the lens of social identity theory. Factors studied include visual brand identification, brand loyalty, purchasing habits, and perception of brand equity. Forty-four (N=44) students participated in four focus groups looking at these variables. The findings showed that social identification with Dunkin' is formed through personal brand experience, although participants were resistant to self-categorization with Dunkin'. The findings also demonstrated that social identification decreased slightly through the visual rebranding, but did not create any reported impact on purchasing habits. It was also reported that the level of social identification was based off of perception of brand value and quality. Finally, participants demonstrated that there was an impact on social comparison through participants questioning Dunkin's values as an organization. Given that the sample was all Millennial and Generation Z consumers, this study also determined that company values are important to these cohorts. It also suggested that perceived modernization of a brand can positively impact brand equity, and that communication of rebranding changes to the public are an important step of a successful rebrand. Practical implications of this research are also discussed.","abstract_has_math":false,"creators":["Gaskill, Meghan Lynne"],"institution":"Virginia Tech","degree_name":"Master of Arts","degree_level":"masters","degree_discipline":"Communication","degree_department":"Communication","school":null,"contributors":[],"advisors":[],"committee_chairs":["Smith, Stephanie A."],"committee_members":["Logan, Nneka","Waggenspack, Beth M."],"year":2020,"date_issued":"2020-01-10","date_published":"2020-01-10","updated_at":"2026-07-22T22:19:37Z","subjects":["Social Identity Theory","Dunkin' Donuts","brand equity","brand loyalty","visual identification","Generation Z","Millennials"],"languages":[],"rights":["In Copyright"],"rights_urls":["http://rightsstatements.org/vocab/InC/1.0/"],"identifier_entries":[{"key":"dc:identifier.other","label":"Dc Identifier Other","values":["vt_gsexam:23807"],"render_values":[{"text":"vt_gsexam:23807","href":null,"code":true}]}]},"links":{"outbound_url":"http://hdl.handle.net/10919/96398","outbound_label":"Handle","outbound_source":"dc:identifier.uri"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor.committeechair","label":"Committee Chair","values":["Smith, Stephanie A."]},{"key":"dc:contributor.committeemember","label":"Committee Member","values":["Logan, Nneka","Waggenspack, Beth M."]},{"key":"dc:contributor.department","label":"Department","values":["Communication"]},{"key":"dc:creator","label":"Author","values":["Gaskill, Meghan Lynne"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.accessioned","label":"Dc Date Accessioned","values":["2020-01-11T09:00:45Z"]},{"key":"dc:date.available","label":"Dc Date Available","values":["2020-01-11T09:00:45Z"]},{"key":"dc:date.issued","label":"Date","values":["2020-01-10"]},{"key":"dc:publisher","label":"Institution","values":["Virginia Tech"]},{"key":"dc:type","label":"Dc Type","values":["Thesis"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Communication"]},{"key":"thesis:degree_level","label":"Degree Level","values":["masters"]},{"key":"thesis:degree_name","label":"Degree Name","values":["Master of Arts"]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["Virginia Polytechnic Institute and State University"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Social Identity Theory","Dunkin' Donuts","brand equity","brand loyalty","visual identification","Generation Z","Millennials"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:rights","label":"Dc Rights","values":["In Copyright"]},{"key":"dc:rights.uri","label":"Rights URI","values":["http://rightsstatements.org/vocab/InC/1.0/"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier.other","label":"Dc Identifier Other","values":["vt_gsexam:23807"]},{"key":"dc:identifier.uri","label":"Identifier URI","values":["http://hdl.handle.net/10919/96398"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["This study examines the impact that the rebranding of Dunkin' Donuts to Dunkin' has on brand perception, specifically in Generation Z and Millennials through the lens of social identity theory. Factors studied include visual brand identification, brand loyalty, purchasing habits, and perception of brand equity. Forty-four (N=44) students participated in four focus groups looking at these variables. The findings showed that social identification with Dunkin' is formed through personal brand experience, although participants were resistant to self-categorization with Dunkin'. The findings also demonstrated that social identification decreased slightly through the visual rebranding, but did not create any reported impact on purchasing habits. It was also reported that the level of social identification was based off of perception of brand value and quality. Finally, participants demonstrated that there was an impact on social comparison through participants questioning Dunkin's values as an organization. Given that the sample was all Millennial and Generation Z consumers, this study also determined that company values are important to these cohorts. It also suggested that perceived modernization of a brand can positively impact brand equity, and that communication of rebranding changes to the public are an important step of a successful rebrand. Practical implications of this research are also discussed."]},{"key":"dc:description.abstractgeneral","label":"General Abstract","values":["This study examines the impact that the rebranding of Dunkin' Donuts to Dunkin' has on brand perceptions, specifically among Generation Z and Millennials through the lens of social identity theory. Social identity theory guides the understanding of how Generation Z and Millennials perceive Dunkin' through its rebranding. Factors studied include visual brand identification, brand loyalty, purchasing habits, and perception of brand equity. Forty-four (N=44) students participated in four focus groups looking at these variables. The findings showed that social identification with Dunkin' is formed through personal brand experience, although participants were resistant to self-categorization with Dunkin' Given that the sample was all Millennial and Generation Z consumers, this study also determined that company values are important to these cohorts. It also suggested that perceived modernization of a brand can positively impact brand equity, and communication of rebranding changes to the public are an important step of a successful rebrand. Practical implications of this research are also discussed."]},{"key":"dc:description.degree","label":"Dc Description Degree","values":["Master of Arts"]},{"key":"dc:format.medium","label":"Dc Format Medium","values":["ETD"]},{"key":"dc:title","label":"Title","values":["Social Identity Theory and Rebranding: The brand formerly known as Dunkin' Donuts"]}]}],"canonical_facts":{"dc:contributor.committeechair":["Smith, Stephanie A."],"dc:contributor.committeemember":["Logan, Nneka","Waggenspack, Beth M."],"dc:contributor.department":["Communication"],"dc:creator":["Gaskill, Meghan Lynne"],"dc:date.accessioned":["2020-01-11T09:00:45Z"],"dc:date.available":["2020-01-11T09:00:45Z"],"dc:date.issued":["2020-01-10"],"dc:description.abstract":["This study examines the impact that the rebranding of Dunkin' Donuts to Dunkin' has on brand perception, specifically in Generation Z and Millennials through the lens of social identity theory. Factors studied include visual brand identification, brand loyalty, purchasing habits, and perception of brand equity. Forty-four (N=44) students participated in four focus groups looking at these variables. The findings showed that social identification with Dunkin' is formed through personal brand experience, although participants were resistant to self-categorization with Dunkin'. The findings also demonstrated that social identification decreased slightly through the visual rebranding, but did not create any reported impact on purchasing habits. It was also reported that the level of social identification was based off of perception of brand value and quality. Finally, participants demonstrated that there was an impact on social comparison through participants questioning Dunkin's values as an organization. Given that the sample was all Millennial and Generation Z consumers, this study also determined that company values are important to these cohorts. It also suggested that perceived modernization of a brand can positively impact brand equity, and that communication of rebranding changes to the public are an important step of a successful rebrand. Practical implications of this research are also discussed."],"dc:description.abstractgeneral":["This study examines the impact that the rebranding of Dunkin' Donuts to Dunkin' has on brand perceptions, specifically among Generation Z and Millennials through the lens of social identity theory. Social identity theory guides the understanding of how Generation Z and Millennials perceive Dunkin' through its rebranding. Factors studied include visual brand identification, brand loyalty, purchasing habits, and perception of brand equity. Forty-four (N=44) students participated in four focus groups looking at these variables. The findings showed that social identification with Dunkin' is formed through personal brand experience, although participants were resistant to self-categorization with Dunkin' Given that the sample was all Millennial and Generation Z consumers, this study also determined that company values are important to these cohorts. It also suggested that perceived modernization of a brand can positively impact brand equity, and communication of rebranding changes to the public are an important step of a successful rebrand. Practical implications of this research are also discussed."],"dc:description.degree":["Master of Arts"],"dc:format.medium":["ETD"],"dc:identifier.other":["vt_gsexam:23807"],"dc:identifier.uri":["http://hdl.handle.net/10919/96398"],"dc:publisher":["Virginia Tech"],"dc:rights":["In Copyright"],"dc:rights.uri":["http://rightsstatements.org/vocab/InC/1.0/"],"dc:subject":["Social Identity Theory","Dunkin' Donuts","brand equity","brand loyalty","visual identification","Generation Z","Millennials"],"dc:title":["Social Identity Theory and Rebranding: The brand formerly known as Dunkin' Donuts"],"dc:type":["Thesis"],"thesis:degree_discipline":["Communication"],"thesis:degree_level":["masters"],"thesis:degree_name":["Master of Arts"],"thesis:institution_name":["Virginia Polytechnic Institute and State University"]},"updated_at":"2026-07-22T22:19:37Z"}