What is it about?
The effects of corporate rebranding on customer satisfaction and loyalty: Empirical evidence from the Ghanaian banking industry
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Why is it important?
In this era of rapid changing business environment, corporate rebranding remains a very strategic tool in the management of brands. But do firms reap the intended results from their rebranding investments? This study sought to provide answer to this question, with special reference to the banking industry of Ghana.
Perspectives
Coming from a marketing point of view, the results from this study fascinated me. Tanking into consideration the huge sums of money firms usually invest in rebranding.
Courage Simon Kofi Dogbe
Read the Original
This page is a summary of: The effects of corporate rebranding on customer satisfaction and loyalty: Empirical evidence from the Ghanaian banking industry, Cogent Business & Management, January 2018, Taylor & Francis,
DOI: 10.1080/23311975.2017.1413970.
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