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Research Paper | Management | Sudan | Volume 3 Issue 11, November 2014 | Popularity: 6.2 / 10

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Impact of Corporate Brand on Customer's Attitude towards Repurchase Intention

Badr Elgasim Balla, Dr. Siddig Balal Ibrahim

Abstract: With the changing of the competition rules, increase in global business, merging of new players in the market, homogenization of products, applying of new concepts of marketing and shifting from product brand to the corporate brand, all these factors create some challenges for companies such as keeping their ranking in the market share quota and retaining their customers. Beside that the complex names of the companies makes problems for consumers in remembering the companies names. Therefore the companies have to follow new marketing concept such as corporate brand to differentiate them self than other competitors, keep their names in consumers mind and retaining customers Many studies indicate that an improvement of 5 percent in customer retention leads to an increase of 25 percent to 75 percent in profit. And to cost more than five times as much to obtain a new customer, thus it is better for companies to pay effort for retaining customer rather than getting new one, and give more attention to such factors that effecting repurchase intention. There for this paper will aim to find out to what extent the corporate brand dimensions affects on repurchase intention depending on the theory of planned behavior intention approach

Keywords: Corporate brand, Image, TPB, Repurchase intention

Edition: Volume 3 Issue 11, November 2014

Pages: 2384 - 2388

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