International Journal of Science and Research (IJSR)

International Journal of Science and Research (IJSR)
Open Access | Fully Refereed | Peer Reviewed

ISSN: 2319-7064

Downloads: 137

Research Paper | Management | Kenya | Volume 4 Issue 3, March 2015

The Relationship between Rebranding and Customer Loyalty: The Case of Kenya Power

Makori M. Nyambane, Makori M. Ezekiel

Kenya Power and Lighting Company rebranded to Kenya Power. The rebranding exercise entailed name change, corporate color and logo. In this study, academic knowledge is enhanced with the help of a case study. As a result, this study suggests a new definition for corporate re-branding and presents an empirically grounded framework for understanding corporate re-branding and its impact on customer loyalty. The study used survey research design with a sample size of 234 customers of Kenya Power. The data for this study was obtained using administered questionnaires which were structured in both open and closed ended questions. The analysis of data was conducted using SPSS program. From the findings of the study, the service quality of Kenya Power had improved since rebranding. The study further established that rebranding had moderately improved the company image. Findings of this study are considered significant in enhancing strategies towards effective implementation of rebranding exercise among corporate organizations. The study also sought to add knowledge to the existing literature on rebranding and highlight the relationship between rebranding and customer loyalty.

Keywords: Rebranding, Customer Loyalty, Customer attitudes

Edition: Volume 4 Issue 3, March 2015

Pages: 995 - 1001

Share this Article

How to Cite this Article?

Makori M. Nyambane, Makori M. Ezekiel, "The Relationship between Rebranding and Customer Loyalty: The Case of Kenya Power", International Journal of Science and Research (IJSR),, Volume 4 Issue 3, March 2015, 995 - 1001

Enter Your Email Address

Similar Articles with Keyword 'Rebranding'

Downloads: 130

Research Paper, Management, Cyprus, Volume 3 Issue 1, January 2014

Pages: 287 - 291

The Use of Public Relations and Advertising as a Tool for Re-Establishing and Rebranding Failing Products: A Study of VITAFOAM Nigeria Plc

Awobamise Ayodeji

Share this Article

Downloads: 135

Case Studies, Management, Singapore, Volume 4 Issue 10, October 2015

Pages: 56 - 60

BP de Silva and the Rebranding of RISIS

Daniel Koh

Share this Article

Similar Articles with Keyword 'Customer Loyalty'

Downloads: 56

Research Paper, Management, Indonesia, Volume 7 Issue 5, May 2018

Pages: 1683 - 1686

The Moderating Role of Corporate Image Between User Experience Towards Customer Loyalty: A Study on Indihome by Telkom Indonesia

Adnan Ali Ma'sum; Ir. Indira Rachmawati S.T. M.S.M.

Share this Article

Downloads: 129

Research Paper, Management, India, Volume 3 Issue 8, August 2014

Pages: 803 - 806

Role Played by Elements of Marketing Mix in Customer Retention in Retail Banking: An Empirical Study

Niharika Maharishi, Nitin Bhardwaj

Share this Article