THE INFLUENCE OF VICTORIA’S SECRET REBRANDING BRAND IMAGE IN GENERATING BRAND TRUST, BRAND PRESTIGE, BRAND LOVE, AND BRAND LOYALTY

• Main Author: Artanti Ratnadewi, Zakiyah
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65054
• Institution: Institut Teknologi Bandung

From 2018, Victoria’s Secret are facing problems because of their brand image. They got negative stigma and boycott from public, it leads to the cancellation of Victoria’s Secret Fashion Show in 2019. Furthermore, in 2020, the show also cancelled due to the pandemic and it impact to the declining of Victoria’s Secret net sales since 2018. Therefore, Victoria’s Secret decided to rebranding brand image as a response of their issue from 2018 called “Victoria’s Secret Collective” with Body Positivity concept. However, they got various responses about their new brand image both in positive and negative sides. Thus, this research aim to identify the influence of Victoria’s 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, Brand Loyalty.