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Corporate Rebranding Impact on Equity by Cent B is a document available to read on EtoBox.

This document summarizes a research article that studied the impact of corporate rebranding on brand equity and firm performance. The study was conducted on a South African fast food small-to-medium enterprise (SME) undergoing rebranding. A conceptual model and seven hypotheses were tested to understand the relationships between rebranding strategies, brand equity, customer experience, and firm performance. The results supported three hypotheses and rejected four. Notably, rebranding was found to have no ef

Author

Cent B

Language

EN