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O impacto do rebranding na perceção de confiança dos consumidores – o KuantoKusta como estudo de caso
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Em 2022, o KuantoKusta, plataforma de comparação de preços e Marketplace, elaborou um rebranding que resultou em mudanças significativas na sua imagem de marca, comunicação e estrutura do website. Através de uma metodologia mista, este estudo almejou investigar o impacto desse rebranding na perceção da confiança dos utilizadores da plataforma. Foram conduzidas entrevistas com colaboradores da empresa para compreender como foi desenvolvido o processo, as mudanças à marca e seus propósitos. Foi também elaborado um questionário aos utilizadores da plataforma (380 participantes a nível nacional), utilizando uma escala de Likert de cinco pontos, procurando testar se as alterações visuais, o word-of-mouth e a qualidade do website – facilidade de utilização e fiabilidade da informação – afetaram a confiança dos utilizadores. Os resultados foram analisados através de testes de diferença de médias, aplicação de Multivariate General Linear Model (GLM), técnicas de análise fatorial exploratória e análise de regressão linear. Os resultados das entrevistas revelam que o rebranding foi uma decisão ponderada, impulsionada pela necessidade de fortalecer a identidade da marca e torná-la mais relevante. Através das diferentes categorizações de rebranding, o processo foi caracterizado como uma mudança completa, envolvendo alterações no logótipo e no slogan, assim como um rebranding revolucionário, pelas extensas mudanças estéticas e posicionamento da marca. Foi ainda identificado como um rebranding proativo, uma vez que a necessidade de melhoria surgiu internamente no departamento de marketing. O estudo enquadra ainda o rebranding nas categorias de triggers (gatilhos), especificamente na categoria de mudança no posicionamento, o que reflete a ambição mencionada supra.
Os resultados dos questionários revelam que as mudanças no logótipo e no slogan foram geralmente consideradas indiferentes pelos utilizadores, enquanto a transformação na configuração do website teve um impacto positivo na confiança. Esse resultado sugere que, apesar da busca do KuantoKusta por uma identidade mais distintiva e moderna, as mudanças no logótipo e no slogan não alcançaram completamente esse objetivo. Porém, o modelo de regressão linear sugere que, ainda assim, as alterações implementadas no slogan e, principalmente, no website aumentaram a confiança dos utilizadores na plataforma, enquanto as no logótipo não tiveram o mesmo efeito. Sugerem ainda que o Word-of-mouth aumentou após o rebranding, principalmente devido ao aumento das publicações nas redes sociais e que os utilizadores se mostraram mais propensos a recomendar o KuantoKusta como um comparador de preços do que como um marketplace. Sobre a qualidade do website, a nova configuração da plataforma foi percecionada como mais organizada, intuitiva e atualizada, atribuída principalmente às melhorias na disposição da informação e na melhor experiência do utilizador, razão pela qual a facilidade de utilização do website foi o fator mais significativo, influenciando positivamente a confiança dos utilizadores. O estudo também revela diferenças nas perceções entre géneros e faixas etárias – o género feminino e os utilizadores mais jovens reagem de maneira mais positiva às mudanças. Concluindo, este estudo fornece valiosos contributos sobre o impacto do rebranding nas perceções dos utilizadores, destacando a complexidade das mudanças visuais numa marca e a importância de considerar cuidadosamente seu potencial impacto na confiança dos seus utilizadores.
In 2022, KuantoKusta , a price comparison platform and marketplace, carried out a rebranding that resulted in significant changes to its brand image, communication, and website structure. This study aimed to investigate the impact of this rebranding on the perceived trust of the platform's users using a mixed methodology. Interviews were conducte d with company employees to understand how the process was developed, as well as the changes to the brand and its purposes. A questionnaire was also drawn up for platform users 380 participants nationwide), using a five point Liker t scale, to examine whet her the visual changes, word of mouth, and the quality of the website ease of use and reliability of information affected user trust. Tests for difference of means, Multivariate General Linear Model (GLM), exploratory factor analysis approaches, and li near regression analysis were used to examine the results. According to the findings of the interviews, the rebranding was a deliberate move, motivated by the need to improve the brand's identity and make it more relevant. Through the different categorizat ions of rebranding , the process was characterized as a complete change, involving alterations to the logo and slogan, as well as a revolutionary rebranding , due to the extensive aesthetic changes and brand positioning. It was also identified as a proactive rebranding since the need for improvement arose internally in the marketing department. The study also places the rebranding in the categories of triggers , specifically in the category of change in positioning, which reflects the ambition mentioned above. The findings of the questionnaires show that users were generally indifferent to the modifications to the logo and slogan, however, the transformation in the website's configuration had a positive impact on trust. This result implies that, despite KuantoKusta 's efforts to create a more distinctive and current identity, the revisions to the logo and slogan fell short. Nonetheless, the results of the linear r egression model reveal that adjustments to the motto and, more importantly, the website enhanced consumers' faith in the platform, whereas changes to the logo did not. They also suggest that word of mouth increased after the rebranding , mainly due to the i ncrease in social media posts, and that users were more likely to recommend KuantoKusta as a price comparator rather than as a marketplace. In terms of the website quality, the new configuration of the platform was perceived as more organized, intuitive, a nd up to date , attributed mainly to improvements in the layout of information and a better user experience, which is why the ease of use of the website was the most significant factor, positively influencing user confidence. The study also reveals differences in perceptions between genders and age groups, with females and younger users reacting more positively to the changes. In conclusion, this study sheds light on the impact of rebranding on user perceptions, emphasising the complexities of visual change s to a brand and the significance of carefully assessing their possible impact on user trust.
In 2022, KuantoKusta , a price comparison platform and marketplace, carried out a rebranding that resulted in significant changes to its brand image, communication, and website structure. This study aimed to investigate the impact of this rebranding on the perceived trust of the platform's users using a mixed methodology. Interviews were conducte d with company employees to understand how the process was developed, as well as the changes to the brand and its purposes. A questionnaire was also drawn up for platform users 380 participants nationwide), using a five point Liker t scale, to examine whet her the visual changes, word of mouth, and the quality of the website ease of use and reliability of information affected user trust. Tests for difference of means, Multivariate General Linear Model (GLM), exploratory factor analysis approaches, and li near regression analysis were used to examine the results. According to the findings of the interviews, the rebranding was a deliberate move, motivated by the need to improve the brand's identity and make it more relevant. Through the different categorizat ions of rebranding , the process was characterized as a complete change, involving alterations to the logo and slogan, as well as a revolutionary rebranding , due to the extensive aesthetic changes and brand positioning. It was also identified as a proactive rebranding since the need for improvement arose internally in the marketing department. The study also places the rebranding in the categories of triggers , specifically in the category of change in positioning, which reflects the ambition mentioned above. The findings of the questionnaires show that users were generally indifferent to the modifications to the logo and slogan, however, the transformation in the website's configuration had a positive impact on trust. This result implies that, despite KuantoKusta 's efforts to create a more distinctive and current identity, the revisions to the logo and slogan fell short. Nonetheless, the results of the linear r egression model reveal that adjustments to the motto and, more importantly, the website enhanced consumers' faith in the platform, whereas changes to the logo did not. They also suggest that word of mouth increased after the rebranding , mainly due to the i ncrease in social media posts, and that users were more likely to recommend KuantoKusta as a price comparator rather than as a marketplace. In terms of the website quality, the new configuration of the platform was perceived as more organized, intuitive, a nd up to date , attributed mainly to improvements in the layout of information and a better user experience, which is why the ease of use of the website was the most significant factor, positively influencing user confidence. The study also reveals differences in perceptions between genders and age groups, with females and younger users reacting more positively to the changes. In conclusion, this study sheds light on the impact of rebranding on user perceptions, emphasising the complexities of visual change s to a brand and the significance of carefully assessing their possible impact on user trust.
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Palavras-chave
Rebranding Alterações visuais Word-of-mouth Website Confiança Visual changes Trust