LAUSR

Abstract Rebranding through logo change is common among many institutions and its importance to consumer behavior cannot be underestimated, yet consumer/voter perspective research on logo rebranding is limited particularly in public institutions and none existent in electoral management bodies. This study, therefore, proposes and empirically tests a research model on voter`s affective, cognitive, attitudinal, and behavioral response to logo rebranding in the context of electoral management bodies operating in young democracies. Using a structured questionnaire and structural equation modeling, data were collected and analyzed. The findings identified that successful logo rebranding relies on its ability to leverage on voter`s emotional and cognitive response prior and during the logo rebranding process and its ability to stimulate positive attitudinal and behavioral response after logo rebranding.