The Influence of Victoria^s Secret New Brand Image In Generating Brand Trust, Brand Prestige, Brand Love, and Brand Loyalty
Zakiyah Artanti Ratnadewi (a), Fitri Aprilianty M.S.M (b)

a) School of Business and Management ITB, Bandung Institute of Technology
Jalan Ganesha 10, Bandung 40132, Indonesia
*zakiyah_artanti[at]sbm-itb.ac.id
b) School of Business and Management ITB, Bandung Institute of Technology
Jalan Ganesha 10, Bandung 40132, Indonesia
*fitri.aprilianty[at]sbm-itb.ac.id

Abstract

From 2018, Victoria Secret are facing problems because of their brand image. They got negative stigma and boycott from public, it leads to the cancellation of Victoria Secret Fashion Show and it impact to the declining of Victoria^s Secret net sales since 2018. Therefore, Victoria Secret decided to rebranding their brand image called ^Victoria Secret Collective^ with Body Positivity concept. However, they got various responses about their new brand image both in positive and negative sides and it impacted towards Victoria Secret brand loyalty. Thus, this research aim to identify the influence of Victoria Secret Rebranding to the Brand Loyalty by assessing its Brand Trust, Brand Prestige, and Brand Love. This research will be conducted using quantitative approach through online survey and use descriptive statistics with PLS-SEM to analyze the data. The result are showed that Victoria^s Secret Rebranding Brand Image has a positive influence on Brand Trust, Brand Prestige, and Brand Love- Brand Trust on Victoria^s Secret Rebranding Brand Image does not has a positive effect on Brand Loyalty- and Brand Prestige and Brand Love on Victoria^s Secret Rebranding Brand Image has a positive effect on Brand Loyalty.

Keywords: Rebranding, Brand Image, Brand Trust, Brand Prestige, Brand Love, and Brand Loyalty

Topic: Marketing Management