Rebranding and Brand Equity: The Mediating Role of Sublime Experience

Abstract

This study examines the mediating role of sublime experience in the relationship between rebranding and brand equity. Drawing on Social Identity Theory and Experiential Branding as the core theoretical frameworks, the research investigates how rebranding efforts translate into brand value. This study adopts a cross-sectional research design and is based on a sample of 401 participants. Data were analyzed using structural equation modeling (SEM) to examine the proposed relationships among the study constructs. Findings indicate that rebranding does not have a significant direct effect on brand equity. Instead, its influence is primarily transmitted through sublime experience, characterized by awe, admiration, and transformative meaning, which serve as the emotional mechanism linking rebranding to brand equity. This research contributes to branding theory by demonstrating that emotional and experiential resonance, rather than solely visual or symbolic changes, drives brand equity. Practical implications guide managers in designing rebranding strategies that prioritize deep consumer experiences.