http://www.iaeme.com/IJM/index.asp 1683 editor@iaeme.com International Journal of Management (IJM) Volume 11, Issue 9, September 2020, pp. 1683-1696. Article ID: IJM_11_09_161 Available online at http://www.iaeme.com/ijm/issues.asp?JType=IJM&VType=11&IType=9 Journal Impact Factor (2020): 10.1471 (Calculated by GISI) www.jifactor.com ISSN Print: 0976-6502 and ISSN Online: 0976-6510 DOI: 10.34218/IJM.11.09.2020.161 © IAEME Publication Scopus Indexed CUSTOMER BONDING IN A HOSTILE MARKET ENVIRONMENT Parveen Roja M Associate Professor, Department of Management Studies, PSNA College of Engineering and Technology, Dindigul, Tamilnadu, India. Geethanjali N Associate Professor, Department of Management Studies, PSNA College of Engineering and Technology, Dindigul, Tamilnadu, India. Lavanya D Assistant Professor, Department of Management Studies, PSNA College of Engineering and Technology, Dindigul, Tamilnadu, India. ABSTRACT Purpose Branding creates the distinctive image and identification whereas rebranding assures the customers on the quality aspects. It would also lead those customers to act as recommenders of their brands through positive word of mouth. In a hostile market where the brand is negatively publicized, the effects of rebranding on the brand attachment among the regular customers is focused in this study. Methodology The study analyzed the responses of 287 regular customers of local packaged milk brand X. Interview schedule was used to help the respondents to understand and respond to the questions posed to them. Findings The results conclude that in habitual buying, though the negative remarks in the market affects the rebrand trust negatively, the brand experience influences the brand satisfaction and the brand attachment than the rebrand trust. Research limitations The study was focused on the single product and single privately owned local brand X. Other public and private brands were not considered for the study. Practical implications The study could help the brand managers, marketing managers and retailers to devise rebranding strategies to create the bonding between their brands and their customers.