The Impact of Rebranding on Customer Brand Loyalty: A Case Study of Nestea to Fuse Iced Tea in Canada

Kechen Liu

2025

Abstract

The purpose of this case study was to evaluate how Coca-Cola’s rebranding of Nestea to Fuze Iced Tea in Canada impacted consumer brand loyalty. An online survey of Canadian consumers, administered through Google Forms, yielded 95 valid responses, which were analyzed using descriptive statistics in Google Forms and Stata 18. The study was guided by Merrilees and Miller’s six principles of rebranding and brand loyalty measures adapted from Keller and Zhang. Findings indicate a significant decline in overall brand loyalty following the rebranding: respondents reported reduced brand preference, lower repurchase intentions, and weaker brand advocacy for Fuze compared to its predecessor, Nestea. Participants also expressed dissatisfaction with the rebranding, citing perceived taste changes, insufficient advertising, and inconsistent brand communication as key issues affecting their loyalty to the new brand. These results underscore the need for more robust communication and promotional strategies to maintain customer loyalty during future rebranding initiatives.

Paper Citation

in Harvard Style

Liu K. (2025). The Impact of Rebranding on Customer Brand Loyalty: A Case Study of Nestea to Fuse Iced Tea in Canada. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 334-338. DOI: 10.5220/0013843900004719

in Bibtex Style

@conference{iceml25,
author={Kechen Liu},
title={The Impact of Rebranding on Customer Brand Loyalty: A Case Study of Nestea to Fuse Iced Tea in Canada},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={334-338},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013843900004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - The Impact of Rebranding on Customer Brand Loyalty: A Case Study of Nestea to Fuse Iced Tea in Canada
SN - 978-989-758-775-7
AU - Liu K.
PY - 2025
SP - 334
EP - 338
DO - 10.5220/0013843900004719
PB - SciTePress