The Effects of Rebranding On Customers Perception: The Case of Hibret Bank S.C.
No Thumbnail Available
Date
2022-06
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Addis Ababa University
Abstract
This study is conducted with the purpose of examining the effects of rebranding on customers’ perception of Hibret bank S.C. the study test four dimensions of rebranding which is brand repositioning, brand renaming, brand redesign and brand re-awareness whether they have relationship with customers’ perception. Both descriptive and explanatory designs with quantitative research approach were employed. The data were collected from 338 customers in twenty randomly selected branches of Hibret bank in Addis Ababa city through self-administer questionnaires. The collected data were analyzed by using SPSS version 20. The finding of the study was presented by using tables and figures. The relationship between dependent variable (i.e. customers’ perception) and independent variables (i.e. brand repositioning, brand renaming, brand redesign and brand re-awareness) was determined by using correlation and multiple linear regression analysis. In the study the correlation between all independent and dependent variables has been found to be positive. The main finding of the study indicates that brand repositioning and brand redesigns were found to have statistically significant effect on customers’ perceptions whereas brand renaming and brand re-awareness has statistically insignificant effect on customers’ perception. Therefore based on the findings of this research, it was recommended that the bank should ensuring that the new branding is well communicated to the target audience effectively and make sure that the customers are re-aware of every new changes about the new brand features and can further promote the new brand by using different communication medium.
Key words: Customer perception, brand repositioning, brand renaming, brand redesign and brand re-awareness.