The Role of Rebranding and Brand Image in
Strengthening Brand Loyalty of Cake and Bakery
Businesses

Michael Calvin Samuel Siahaan

doi:https://doi.org/10.14445/IJEMS-V13I1P104

Research Article | Open Access

Volume 13 | Issue 1 | Year 2026 | Article Id. IJEMS-V13I1P104 | DOI : https://doi.org/10.14445/IJEMS-V13I1P104

The Role of Rebranding and Brand Image in Strengthening Brand Loyalty of Cake and Bakery Businesses

Michael Calvin Samuel Siahaan, Dana Santoso Saroso

Received	Revised	Accepted	Published
17 Nov 2025	20 Jan 2026	11 Jan 2026	30 Jan 2026

Citation :

Michael Calvin Samuel Siahaan, Dana Santoso Saroso, "The Role of Rebranding and Brand Image in Strengthening Brand Loyalty of Cake and Bakery Businesses," International Journal of Economics and Management Studies, vol. 13, no. 1, pp. 47-53, 2026. Crossref, https://doi.org/10.14445/IJEMS-V13I1P104

Abstract

Increasingly tight competition in the food and beverage industry means that product marketing is not only determined by product quality. This study aims to analyze the role of rebranding and brand image in increasing customer loyalty in the Cake & Bakery business. As most of us agreed, rebranding is one of the strategies for developing brand image, and finally, it will strengthen the market position and maintain customer loyalty. This research employs a quantitative approach, utilizing a survey method and distributing questionnaires to approximately 68 customers who regularly visit one of the cake and bakery retail counters in the southern area of Jakarta. The collected data were analyzed using linear regression techniques using the SPSS 25 application to test the relationship between rebranding variables, brand image, and customer loyalty. The study results indicate that rebranding has a positive and significant effect on customer loyalty. In addition, a strong brand image has also been shown to play an important role in increasing customer loyalty. These findings indicate that the alignment of a proper rebranding strategy and the creation of a positive brand image can increase customer loyalty in the Cake & Bakery shop. This study provides practical implications for their operational officers in formulating more effective marketing strategies, with a focus on improving brand image through rebranding activities.

Keywords

Food and beverage, Cake & bakery, Rebranding, Brand image, Customer loyalty, Marketing strategy, Case study.

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