REBRANDING IN CRISIS SITUATIONS
Abstract: The aim of this study was to examine the impact of the perception of successfully implemented rebranding of Nektar beer on the level of consumer confidence in a crisis situation. The research was conducted using a quantitative approach through a survey among 124 consumers of the Banja Luka Brewery brand. The questionnaire contained ten claims that measure the perception of rebranding and trust, and the responses were rated on a Likert scale of 1 to 5. The results show that the majority of respondents positively perceive the authenticity and sincerity of changes, especially in questions that measure learning from previous mistakes and the clarity of brand communication. A positive perception of rebranding directly affects consumers’ willingness to buy again and recommend the brand to others. The reliability analysis shows high Cronbach α coefficients (0.85–0.88), while the Pearson correlation (r = 0.72, p < 0.01) and linear regression (β = 0.71, p < 0.01) confirm the significant positive impact of the perception of rebranding on trust. While some respondents expressed caution about future crises, the overall results show that authentic and consistently communicated changes significantly increase trust, strengthen loyalty, and contribute to maintaining a positive brand image. These findings have practical value for managers and marketing professionals, providing guidance for strategic rebranding and crisis communication in order to restore and strengthen consumer trust.
Keywords: Nektar beer, strategic rebranding, crisis management, consumer confidence, consumer perception