Consumers’ perception and loyalty toward the rebranding of Double Goose brand

Abstract

The objective of this study was to explore consumers’ perceptions and loyalty toward the rebranding of Double Goose brand. This study employs qualitative research methods conducted via online application. With the selection criteria for data diversity, an in-depth interview was used to collect data from eight participants. The research participants are consumers of the Double Goose brand, aged between 20 - 40 years and divided into two groups. The first group is a loyal customers group that loyal to the goose brand and the second group is the new user group of the goose brand. This study uses the conceptual framework of consumers’ perception and brand loyalty with the latest campaign, Canvas, the Double Goose brand's printed pattern as a case study to explore the perception and loyalty of consumer brands. The results of the research show that both groups of research participants have different experiences and range of brand used, but both groups have the same attitude towards Double brands. They will associate the clothing brand with simple appearance, good quality, reasonable price, and ease of purchase. Consumers recognize the brand from the color logo and text used the campaign and support the collaboration between Double Goose and illustrator artists in rebranding the old brand as the new brand. Finally, the research participants are interested and express their feelings for the Double Goose brand, which have an influence on purchase decision and the Double Goose product’s used if they want to continue using this brand.