Rebranding as social negotiation: tensions across multi-level stakeholders in shopping malls

Izharuddin, Muhammad and Sukoco, Badri Munir (2026) Rebranding as social negotiation: tensions across multi-level stakeholders in shopping malls. Journal of Strategic Marketing, 34 (4). ISSN 0965-254X

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Abstract

Rebranding is well-established for revising positioning, yet the literature treats internal and external stakeholder perspectives in isolation. This isolation seems to hide potential tensions that arise when diverse stakeholder groups project conflicting demands onto the new positioning. Drawing on a multiple-case study of two Indonesian shopping malls that pivoted from a one-stop model to a technology-focused positioning, this study explores how employ - ees, tenants, and customers respond to rebranding, the resulting multi-stakeholder tensions, and the management strategies used to address them. We identify four phases in the rebranding process: (1) preparation, (2) brand revisioning, (3) stakeholder engagement, and (4) execution. The findings theorise rebranding as a socially nego - tiated process in which power dynamics shape multi-stakeholder tensions. We conceptualise stakeholder buy-in as organisational sensemaking, which is facilitated by acculturation through struc - tured training and socialization. This research equips practitioners with context-specific strategies for mitigating resistance, including inclusive coalition-building, balanced brand continuity, demon - strable short-term wins, and culturally sensitive negotiation to align stakeholder expectations.

Item Type:	Article
Uncontrolled Keywords:	Rebranding; repositioning; shopping malls; multi- stakeholder; stakeholder tensions
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	BAMBANG SEPTIAWAN
Date Deposited:	01 Jul 2026 07:07
Last Modified:	01 Jul 2026 07:07
URI:	http://repository.ubaya.ac.id/id/eprint/50903

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