Re-branding and performance at Ghana Oil Company Limited : an empirical study

Amoako, George Kofi; Okpattah, Bernard; Gameti, Daniel; Attatsitsey, Mayqueen

doi:10.31920/1750-4562/2017/v12n2_3a3

Cited by 1 publication

(3 citation statements)

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“…Guinness Ghana Breweries Ltd. has rebranded the Guinness and Origin Beer, while Kasapreko Company Ltd similarly rebranded its flagship product "Alomo Bitters" with a new stylish bottle with a hologram sleeve to provide proof seal of authenticity and ensure security and safety. Research in the Ghanaian context reveals that consumers react differently toward rebranding (Bamfo et al, 2018;Ali et al, 2019;Amoako et al, 2017). According to Amoako et al (2017), consumers' reaction to rebranding is uncertain due to their perception of the additional cost and the reasons for the rebranding.…”

Section: Introductionmentioning

confidence: 99%

“…Research in the Ghanaian context reveals that consumers react differently toward rebranding (Bamfo et al, 2018;Ali et al, 2019;Amoako et al, 2017). According to Amoako et al (2017), consumers' reaction to rebranding is uncertain due to their perception of the additional cost and the reasons for the rebranding. Bamfo et al (2018) noted that rebranding in Ghana may not enhance customer attitudes towards the new brand or enhance BL.…”

Section: Introductionmentioning

confidence: 99%

“…, 2017). According to Amoako et al. (2017), consumers' reaction to rebranding is uncertain due to their perception of the additional cost and the reasons for the rebranding.…”

Section: Introductionmentioning

confidence: 99%

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What happens after product rebranding: understanding the interrelational effect of brand attachment, brand distinctiveness and consumer attitudes on brand loyalty

Mensah,

Brew

2023

AJEMS

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PurposeProduct rebranding is increasingly popular, but brand managers are sceptical about its implications on brand loyalty (BL). Given the limited empirical literature on the subject, this study examines the interrelational effect of brand attachment (BA), brand distinctiveness (BD) and consumer attitudes (CA) towards product rebranding on brand loyalty (BL).Design/methodology/approachThe study adopted the quantitative survey design and used questionnaire to gather data from 349 consumers of rebranded water, alcoholic and non-alcoholic beverages. Structural equation modelling was used to analyse the data. This study integrates psychology theories into brand management research to propose and test a holistic model.FindingsThe study found a significant effect of BA on CA toward product rebranding, and CA toward product rebranding fully mediates the relationship between BA and BL. Furthermore, BD has a significant effect on BL, and further moderates the relationship between BA and BL.Originality/valueThis study offers a fresh theoretical foundation, conceptual clarity and understanding of how rebranding specific brand elements affect the attitudes and BL of consumers who are emotionally connected to a brand. This paper offers practical insights into the implication of product rebranding on CA, BD and BL. It reveals a holistic guidance to brand managers on how to use their unique knowledge about their consumers to create distinctive brands and emotional affection, passion and connections to their brands.

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