Abstract
This research aims to identify the influence of Victoria’s Secret’s rebranding of brand loyalty by assessing its brand trust, brand prestige, and brand love. This research was conducted using a quantitative approach through an online survey and descriptive statistics with PLS- SEM to analyze the data. The results show that Victoria's Secret’s rebranding brand image has a positive influence on brand trust, brand prestige, and brand love; brand trust in Victoria’s Secret’s rebranding brand image does not have a positive effect on brand loyalty, and brand prestige and brand love of Victoria’s Secret’s rebranding brand image has a positive effect on brand loyalty.
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