Cognitive, Emotional and Behavioral Reactions to Corporate Rebranding: Do NFC and Ambivalence Matter?
Universiti Malaysia Sabah
The present paper aims to serve two purposes. The first one is to investigatethe influence of intrinsic motivation suchas the need for cognition on ambivalence towards rebranding and secondly, how individuals with different ambivalence levels react in terms of cognition, emotion and behavioral intention to corporate rebranding.
The findings provide better understanding to the expensive and risky corporate rebranding program, by supporting the existence of ambivalent attitudes. Firstly, individuals with a high need for cognition tend to experience higher ambivalent attitudes hence have a higher tendency to put buying decisions on hold. Secondly, high-ambivalence individuals try to search for more information which eventually lead them to put buying decisions on hold, due to their high psychological discomfort. Procrastination and amplification effects are clearly evident among them.
Conversely, low-ambivalence individuals prefer to choose approach responses over procrastination. Differences in cognition and behavioral intentions are evident imply the need for appropriate planning and implementation of corporate rebranding strategy.
Keywords: ambivalence, corporate rebranding, need for cognition, buying intention
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