IDEAS home Printed from https://ideas.repec.org/a/khe/scajes/v5y2019i3p12-19.html
   My bibliography  Save this article

Re-Branding: Implication, Benefits and Effects on Buying Decision Using Selected FMCG in Lagos State, Nigeria

Author

Listed:
  • Oladipo Gbemi Olaore
  • O.L. Kuye

Abstract

This study investigates re-branding: implication, benefits and effects on buying decision using selected FMCG in Lagos state. Consumers of selected FMCG companies in Lagos state were the selected respondents in Lagos state. Interest in the study was to determine rebranding activity and strategy on product repositioning only with less consideration of other branding elements, product physical appearance with less concern for consumer acceptability, product image and physical appearance with no commensurate effort on salesmen activity and operations and of market share and customer retention. Survey design was adopted in this for this study, stratified and simple random sampling was adopted in selecting 216 respondents used for this study. The questionnaire used was structured questionnaire to collect date used for this study. The result from the analysis indicated that there’s a relationship between Rebranding activity and product strategic positioning. (Rebranding and improvement and product physical appearance R= 319, R2=0.102, Adjusted R2=0.098 F-statistics= 24.475, p-value= 0.000) and (Rebranding activity and strategy and product image and physical appearance with no commensurate effort on salesmen activity and operations). The result shows that there is a relationship between rebranding activity and strategy and organization performance in terms of market share and customer retention.

Suggested Citation

  • Oladipo Gbemi Olaore & O.L. Kuye, 2019. "Re-Branding: Implication, Benefits and Effects on Buying Decision Using Selected FMCG in Lagos State, Nigeria," Academic Journal of Economic Studies, Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest, vol. 5(3), pages 12-19, September.
    • Handle: RePEc:khe:scajes:v:5:y:2019:i:3:p:12-19
    as

    Download full text from publisher

    File URL: http://www.ajes.ro/wp-content/uploads/AJES_article_1_264.pdf
    Download Restriction: no
    File URL: http://www.ajes.ro/wp-content/uploads/AJES_article_1_264.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Rob Bailey & Stephen Ball, 2006. "An exploration of the meanings of hotel brand equity," The Service Industries Journal, Taylor & Francis Journals, vol. 26(1), pages 15-38, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Zeeshan Ahmed & Shahid Rasool & Qasim Saleem & Mubashir Ali Khan & Shamsa Kanwal, 2022. "Mediating Role of Risk Perception Between Behavioral Biases and Investor’s Investment Decisions," SAGE Open, , vol. 12(2), pages 21582440221, May.
    2. Amin Ansary & Nik M. Hazrul Nik Hashim, 2018. "Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth," Review of Managerial Science, Springer, vol. 12(4), pages 969-1002, October.
    3. Carlos Monteiro & Mara Franco & Raquel Meneses & Rui Alexandre Castanho, 2023. "Customer Co-Creation on Revisiting Intentions: A Focus on the Tourism Sector," Sustainability, MDPI, vol. 15(21), pages 1-22, October.
    4. Tsuen-Ho Hsu & Li-Chu Hung & Jia-Wei Tang, 2012. "An analytical model for building brand equity in hospitality firms," Annals of Operations Research, Springer, vol. 195(1), pages 355-378, May.
    5. Abdullah Uslu & Gözde Seval Ergün, 2021. "The Moderator Effect of the Perception of Value Co-Creation on the Relationship between Hotel Brand Equity and WOM," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 14(2), pages 149-164.
    6. FitzPatrick, Mary & Davey, Janet & Muller, Lisa & Davey, Howard, 2013. "Value-creating assets in tourism management: Applying marketing's service-dominant logic in the hotel industry," Tourism Management, Elsevier, vol. 36(C), pages 86-98.
    7. Liu, Matthew Tingchi & Wong, IpKin Anthony & Tseng, Ting-Hsiang & Chang, Angela Wen-Yu & Phau, Ian, 2017. "Applying consumer-based brand equity in luxury hotel branding," Journal of Business Research, Elsevier, vol. 81(C), pages 192-202.
    8. Miao Yue & Xinshuo Zhang & Junjie Zhang, 2024. "Biophilic Experience in High-Rise Residential Areas in China: Factor Structure and Validity of a Scale," Sustainability, MDPI, vol. 16(7), pages 1-19, March.
    9. Rajesh Sharma, 2017. "Understanding the Role of Store Image in Influencing Customer-based Brand Equity and Its Dimensions in Indian Sportswear Industry," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 42(3), pages 167-189, August.
    10. Majid Esmaeilpour & Zahra Mohamadi & Azade Rajabi, 2016. "Effect Of Dimensions Of Service Quality On The Brand Equity In The Fast Food Industry," Romanian Economic Business Review, Romanian-American University, vol. 11(3), pages 68-83, September.
    11. Li-Wei Dai & Chin-Yi Fang, 2023. "The Role of Corporate Governance in Sustaining the Economy: Examining Its Moderating Effect on Brand Equity and Profitability in Tourism Companies," Sustainability, MDPI, vol. 15(17), pages 1-17, August.
    12. Jui-Ying Hung & Feng-Li Lin & Wen-Goang Yang, 2012. "Developing Experience-Based Luxury Brand Equity In The Luxury Resorts Hotel Industry," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 6(4), pages 45-58.
    13. Betül Çal & Mary Lambkin, 2017. "Brand equity of stock exchange as a mediator in financial decisions," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 22(1), pages 14-23, March.
    14. Ray, Arghya & Bala, Pradip Kumar & Chakraborty, Shibashish & Dasgupta, Shilpee A., 2021. "Exploring the impact of different factors on brand equity and intention to take up online courses from e-Learning platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    15. Ray, Arghya & Bala, Pradip Kumar & Rana, Nripendra P., 2021. "Exploring the drivers of customers’ brand attitudes of online travel agency services: A text-mining based approach," Journal of Business Research, Elsevier, vol. 128(C), pages 391-404.
    16. Ishaq, Muhammad Ishtiaq & Hussain, Nazia & Asim, Ali Ijaz & Cheema, Luqman J., 2014. "Valor da marca na indústria hoteleira paquistanesa," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 54(3), May.
    17. ESMAEILPOUR Majid & MOHAMADI Zahra & RAJABI Azade, 2016. "Effect Of Dimensions Of Service Quality On The Brand Equity In The Fast Food Industry," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 11(3), pages 30-46, December.
    18. Massoud Moslehpour & Ka Yin Chau & Alaleh Dadvari & Ben-Roy Do & Victoria Seitz, 2019. "What Killed HTC and Kept Apple Alive? Brand Sustainability Comparison of Two Asian Countries," Sustainability, MDPI, vol. 11(24), pages 1-22, December.
    19. J. Shanti & Gaurav Joshi, 2022. "Examining the impact of environmentally sustainable practices on hotel brand equity: a case of Bangalore hotels," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(4), pages 5764-5782, April.
    20. Yang Kun & Buschman John D., 2017. "A Dyadic Perspective on Determinants of Entry Choices in the Global Hospitality Industry," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 53(4), pages 77-92, December.

    More about this item

    Keywords

    Branding strategy; buying decision; marketing; products repositioning strategy; re-branding;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:khe:scajes:v:5:y:2019:i:3:p:12-19. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Adi Sava (email available below). General contact details of provider: https://edirc.repec.org/data/ffucdro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.