Social Identity Theory and Rebranding: The brand formerly known as Dunkin' Donuts

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.

Name thesis:degree_name

Master of Arts

Level thesis:degree_level

masters

Discipline thesis:degree_discipline

Communication

Department dc:contributor.department

Communication

Grantor dc:publisher

Virginia Tech

Year dc:date.issued

2020

Author dc:creator

• Gaskill, Meghan Lynne

Chair dc:contributor.committeechair

• Smith, Stephanie A.

Committee members dc:contributor.committeemember

• Logan, Nneka
• Waggenspack, Beth M.

• Social Identity Theory
• Dunkin' Donuts
• brand equity
• brand loyalty
• visual identification
• Generation Z
• Millennials

Statement dc:rights

• In Copyright

Licence dc:rights.uri

• http://rightsstatements.org/vocab/InC/1.0/

Dc Identifier Other

vt_gsexam:23807

OAI identifier oai:identifier

oai:vtechworks.lib.vt.edu:10919/96398