Table 37: Results of Proposition 1 Proposition criteria Factor Conclusion Factor 1 Corporate structural changes Accept (Corporate structure and strategy) Factor 1 Changes in corporate strategy including Accept (Corporate structure and new focus or vision strategy) Factor 1 Changes in ownership structure including Accept (Corporate structure and mergers and acquisitions; and divestitures strategy) Outdated image Not found Reject Factor 2 Concerns over external perceptions of the Accept (Macroeconomic factors) organisation and its activities Factor 2 Changes in economic or conditions Accept (Macroeconomic factors) including economic slowdown Factor 2 Changes in competitive position Accept (Macroeconomic factors) Factor 2 Changes in external environment Accept (Macroeconomic factors) Therefore, the Research Proposition 1 is effectively accepted, as all criteria were with the exception of image’. ‘outdated
Table 37: Results of Proposition 1 Proposition criteria Factor Conclusion Corporate structural changes Factor 1 (Corporate structure and strategy) Accept Changes in corporate strategy including new focus or vision Factor 1 (Corporate structure and strategy) Accept Changes in ownership structure including mergers and acquisitions; and divestitures Factor 1 (Corporate structure and strategy) Accept Outdated image Not found Reject Concerns over external perceptions of the organisation and its activities Factor 2 (Macroeconomic factors) Accept Changes in economic or conditions including economic slowdown Factor 2 (Macroeconomic factors) Accept Changes in competitive position Factor 2 (Macroeconomic factors) Accept Changes in external environment Factor 2 (Macroeconomic factors) Accept Therefore, the Research Proposition 1 is effectively accepted, as all criteria were with the exception of ‘outdated image’.
Drivers%20of%20corporate%20rebranding%20in%20the%20telecommunications%20industry%20in%20South%20Africa%20and%20the%20impact%20on%20brand%20equity.docx