Understanding Corporate Re-Branding: An Evolution Theory Perspective

Tevi, Alexander; Otubanjo, Olutayo

doi:10.2139/ssrn.2197664

Cited by 3 publications

(3 citation statements)

References 16 publications

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“…Overall, most literature on crisis management suggests that COVID-19 preventive measures should be part of the corporate rebranding strategies of hotels and restaurants during the reopening of the industry (Garrido-Moreno et al, 2021;Victor et al, 2021;Wei et al, 2021). In the context of this study, corporate rebranding is a managerial process of creating and sustaining a new favorable image and, subsequently, a favorable reputation of the organization by communicating signals to all stakeholders such as consumers and investors, and through managing behavior, communication and symbolism to react to unprecedented changes (Tevi & Otubanjo, 2012).…”

Section: Introductionmentioning

confidence: 91%

How do COVID-19 preventive measures build corporate reputation: focus on the hospitality industry in Tanzania

Amani

2023

IHR

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PurposeThe study investigated the strategic contribution of COVID-19 preventive measures in building corporate reputation in the hospitality industry when mediated with ethical branding.Design/methodology/approachThe hypothesized model was developed and tested using a cross-sectional research design among 404 customers of hospitality organizations (i.e. hotels and restaurants). The collected data were analyzed quantitatively using structural equation modeling.FindingsThe results showed that COVID-19 preventive measures are important drivers in building or rebuilding corporate reputation during and after the COVID-19 pandemic. The study also showed that ethical branding acts as a mediator between COVID-19 preventive measures and corporate reputation.Research limitations/implicationsThe study used a nonprobability sampling technique, i.e. convenience sampling and a cross-sectional survey research design. It is therefore necessary to be careful when generalizing the findings.Practical implicationsThe study recommends that managers in hospitality organizations should ensure proper and effective compliance with COVID-19 preventive measures during service delivery. Among others, the study highlighted areas for further study to include an investigation using a longitudinal approach to observe behavioral changes toward COVID-19 preventive measures and their consequences on the overall corporate reputation of the hospitality industry. This recommendation is based on the fact that, currently, new cases and mortality rates have decreased considerably. As a result, customers in the hospitality industry have started to have different opinions about complying with COVID-19 preventive measures.Originality/valueThe study is among new endeavors to investigate drivers that can rebuild and sustain the corporate reputation of hospitality organizations during a pandemic like COVID-19.

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Section: Introductionmentioning

confidence: 91%

How do COVID-19 preventive measures build corporate reputation: focus on the hospitality industry in Tanzania

Amani

2023

IHR

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“…Rebranding is the act of redirecting the brand identity without demolishing the current brand trust known by the consumers (Keller, 1999). It is an ongoing development whereby an organization replies to the dynamics of its business environment by changing its self-identity to survive and succeed to a higher level (Tevi & Otubanjo, 2013). It is also an exercise of rebuilding an existing brand to a fresh brand identity, and its aim is to stand out it location differently in the mind of the external stakeholders as well their competitors (Muzellec et al, 2003).…”

Section: Background Of the Studymentioning

confidence: 99%

The Effect of Rebranding on Brand Loyalty: Brand Reputation As Mediator

Ahmad¹,

Okechukwu²,

Shaari³

2022

IJARBSS

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The fatal accident that took hundreds of life that caused the Malaysian Airline System (MAS) to rebrand their organization by performing a changing on their corporate level, business unit level, and a part of their brand visual identity such as name to rebuild their brand reputation and retain customer brand loyalty. Therefore, this study is attempted to explore the effect of rebranding as name change on brand loyalty and rebuild brand reputation. This paper utilized quantitative analysis method. The total number of 372 flight passengers from Penang and Alor Setar airports used in this study. Seven Likert scales was used to measure the degree of rebranding on brand loyalty and brand reputation. SPSS 20.0 and Smart PLS software was used to test the reliability of the items and hypothesized relationship. The result found that rebranding has no effects on branding loyalty. However, rebranding does rebuild brand reputation. Brand reputation has a significant influence on brand loyalty and it also acts as a mediator between brand loyalty and rebranding. This paper presents significant theoretical contribution for academic purpose and useful contributions to the practitioners.

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“…As a result, influence numbers of organization to acknowledge rebranding (Opuni, Baffoe & Adusei, 2013). Rebranding is the act of redirecting the brand identity without demolishing the current brand trust known by the consumers (Keller, 1999); it is an ongoing development whereby an organization replies to its dynamics in the business environment by changing their identity for surviver and improvement (Tevi & Otubanjo, 2013). Rebranding rebuilds an existing brand to a fresh brand identity, and its aim is to stand out it location differently in the mind of the external stakeholders as well their competitors and it is the answer to react to a brand that loses its reputation and value in the minds of the consumers and marketplace (Teh, 2009).…”

Section: Introductionmentioning

confidence: 99%

Does Rebranding As Name Change Rebuild Or Destroy Brand Equity (Customer Loyalty And Brand Reputation) After Brand Crisis?: The Case of Malaysian Airline System (MAS)

Ahmad

Okechukwu

2019

JTMB

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This paper explored on rebranding, brand reputation and customer loyalty. The purpose of this research study was to examine rebranding as a tool to rebuild brand reputation and restore customer loyalty after brand crisis in the Malaysia airline. The study utilized quantitative research design method to gather data from 375 respondents from the northern region of Malaysia. Seven Likert scale was used to measure the rebranding, brand reputation, and customer loyalty constructs. Statistical Package for the Social Sciences (SPSS) 20.0 was utilised to analyse the collected data. The finding affirmed that rebranding significantly rebuilds brand reputation after brand crisis. Additionally, the outcomes of this study equally revealed that rebranding significantly restore customer loyalty after brand crisis. This paper presents significant theoretical contribution for the academic knowledge purpose and practical contributions for practitioners, in making clear decisions before embarking on rebranding exercise.

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Understanding Corporate Re-Branding: An Evolution Theory Perspective

Cited by 3 publications

References 16 publications

How do COVID-19 preventive measures build corporate reputation: focus on the hospitality industry in Tanzania

How do COVID-19 preventive measures build corporate reputation: focus on the hospitality industry in Tanzania

The Effect of Rebranding on Brand Loyalty: Brand Reputation As Mediator

Does Rebranding As Name Change Rebuild Or Destroy Brand Equity (Customer Loyalty And Brand Reputation) After Brand Crisis?: The Case of Malaysian Airline System (MAS)

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