Investigating the impact of corporate rebranding on customer satisfaction: Empirical evidence from the beverage industry

Abstract

Rebranding is an important strategy to improve customer satisfaction and confidence with an addition to an extensive business volume. This paper aims to investigate the impact of corporate rebranding on customer satisfaction in the selected study area. The objective was to attain a good understanding of customer satisfaction after rebranding. This paper develops a corporate rebranding framework in the context of the beverage industry. A practical case study in the beverage sector is piloted to check the practicability of the suggested methodology. This study sets out to recognize the impact of corporate rebranding (name, logo, slogan, color, and packaging) on customer satisfaction. Therefore, the study was conducted in three major cities of Pakistan namely Faisalabad, Lahore and Islamabad. A comprehensive well-structured questionnaire was used in the study area and data were collected from 300 conveniently selected customers. The results were analyzed through factor and regression analysis using SPSS software with five points Likert scale. The findings demonstrate that five dimensions of corporate rebranding positively effect on customer satisfaction. Furthermore, the results of this research suggest that companies should examine the impact of corporate rebranding first then enhance sustainable customer satisfaction. This study set the benchmark in corporate journals and differs from other studies with the inclusion of five variables at the same time which are Slogan, Logo, Name, Color and Packaging. This research facilitates those companies which fail to satisfy their customers. Adoption of rebranding strategies can reenergize the industries and set a strategic tool to satisfy their customers. Finally, the effectiveness of the proposed framework has been discussed by identifying the challenges faced by the beverage industries and suggests managerial implications for the industry.