The Impact of Brand Image and Rebranding on Customers’ Purchasing Decision in Nigerian Universities (a Case Study of Nestle).
The Impact of Brand Image and Rebranding on Customers’ Purchasing Decision in Nigerian Universities (a Case Study of Nestle)
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
In the research based study,by Gitman in 2008, brand image is defined distinctly. The image is seen as part of the process at one moment, but it is also linked with sensations at other times, and it is also understood as the information distributed by the organization at other times. Because brands compete with one another, businesses must recognize that a positive image is critical to their success. Re-branding, on the other hand, is a continuous change of the corporate brand's positioning and representation, as well as a natural element of managing the brand in response to the ever-changing market environment (Gitman, 2008). However, when a business goes...
