The impact of corporate rebranding on brand equity and firm performance

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dc.contributor.author Nana, S
dc.contributor.author Tobias, M.J
dc.contributor.author Chiliya, N
dc.date.accessioned 2019-10-04T09:00:25Z
dc.date.available 2019-10-04T09:00:25Z
dc.identifier.citation Nana, S., Tobias-Mamina, R., Chiliya, N. and Maziriri, E., 2019. The impact of corporate rebranding on brand equity and firm performance. JBRMR , Volume 13 Issue 04, 02 Jul 2019 https://doi.org/10.24052/JBRMR/V13IS04/ART-08
dc.identifier.issn 17518202
dc.identifier.uri https://hdl.handle.net/10539/28203
dc.description.abstract Rebranding has become a very important strategic tool for companies wanting to succeed in this ever-competitive business world using the principles of rebranding. Companies may occasionally discover that they may have to re-position the brand because customers change preferences and new competitors enter the market. Moreover, a strong brand enhances positive evaluations of a product’s quality, maintains a high level of product awareness, and provides a consistent image or brand personality. To keep up with fierce competition, companies may seek to transform their business due to changing business directions or adding extra business units. The main purpose of this study was therefore, to investigate the influence of rebranding on brand equity and firm performance. This study was quantitative in nature. Data were collected from 372 respondents using anonymously completed questionnaires. Research scales were operationalised on the basis of previous work. Proper modifications were made in order to fit the research context and purpose. “Rebranding” measure used five-item scales; “Store Layout” used a five item scale measure; “Franchising” used three item measure, “Brand Equity”; “ Perceived Quality “, “Brand Associations and Attributes” and “Firm Performance” all used a five item scale measure while “an customer experience ” used a six item scale measure. All measurement items were measure on a five-point Likert-type scale that was anchored by 1=strongly agree to 5= strongly disagree to express degree of agreement. The seven posited hypotheses were empirically tested. The results supported three hypotheses in a significant way and rejected four hypotheses. Important to note about the study findings is the fact that rebranding has no effect on the firm’s brand equity although brand equity has an influence on the firm’s performance. Notably too, the relationship between customer experience and firm performance is robust. This finding indicates that brand equity can have a strong influence without the influence of rebranding. A major implication for this study is that rebranding is a risky operation that needs to be carefully managed.
dc.subject Rebranding
dc.subject Brand Equity
dc.subject Firm performance
dc.title The impact of corporate rebranding on brand equity and firm performance
dc.journal.volume 13
dc.journal.title Journal of Business and Retail Management Research
dc.citation.doi 10.24052/JBRMR/V13IS04/ART-08
dc.citation.epage 77
dc.citation.spage 67


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