文章基本信息

标题：Re-Branding and Its Effects on Consumer Perceptions: A Case Study of a Zimbabwean Bank
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作者：Africa Makasi ; Krishna Govender ; Nyasha Madzorera 等
期刊名称：Mediterranean Journal of Social Sciences
电子版ISSN：2039-2117
出版年度：2014
卷号：5
期号：20
页码：2582-2588
DOI：10.5901/mjss.2014.v5n20p2582
出版社：Mediterranean Center of Social and Educational Research (MCSER)
摘要：The purpose of this study is to investigate re-branding and its effects on consumer perceptions. Relevant theoretical data were critically reviewed, compared and contrasted as they relate to the topic of rebranding and consumer perceptions. A mixed research methodology was adopted hence the combination of questionnaires and interviews in the data collection process. The study used a sample size of thirty customer representatives and five staff members of a local bank which has recently rebranded. Data was gathered, recorded, analyzed and interpreted on the basis of the research objectives and research questions using the Statistical Package for social sciences (SPSS) software. The mean and standard deviations of the responses were 1.08 and 0.277 respectively which reflected respondents’ strong positive impression of the bank after it rebranded. Based on these and other results, the study therefore established that rebranding has positive effects on consumers’ perceptions and can be used as a marketing tool in order gain competitive advantage and has an impact on the financial performance of an organization.
关键词：rebranding;consumer perceptions;marketing strategy;competitive advantage