The Impact of Corporate Rebranding on Customer Perception: Evidence from the Textile Industry
Abstract:The term "Corporate Rebranding" refers to the deliberate process through which businesses seek to alter their public persona and standing in the eyes of consumers. Rebranding helps businesses keep their competitive edge, adjust to new market realities, and recover from unfavourable press. Rebranding has been widespread in the textile sector, with businesses placing significant emphasis on advertising and public perception in order to attract and retain customers. Yet, client reaction is crucial to the success … Show more
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