Research Proposition 2: Table 38: Results of research proposition 2 in relation to the old brand Proposition criteria (Old Statistical Conclusion significance Corporate structure and strategy impacts 0.1805 Inconclusive brand awareness Corporate structure and strategy impacts 0.073 Inconclusive brand associations Corporate structure and strategy impacts 0.987 Inconclusive loyalty Macroeconomic factors impact 0.0001 Accept awareness Macroeconomic factors impact 0.362 Inconclusive associations Macroeconomic factors impact brand loyalty 0.399 Inconclusive Therefore, the Research Proposition 1 is inconclusive for the old branding, with exception of the impact of factors’ on awareness. ‘microeconomic
Research Proposition 2: Table 38: Results of research proposition 2 in relation to the old brand Proposition criteria (Old Statistical significance Conclusion Corporate structure and strategy impacts brand awareness 0.1805 Inconclusive Corporate structure and strategy impacts brand associations 0.073 Inconclusive Corporate structure and strategy impacts loyalty 0.987 Inconclusive Macroeconomic factors impact awareness 0.0001 Accept Macroeconomic factors impact associations 0.362 Inconclusive Macroeconomic factors impact brand loyalty 0.399 Inconclusive Therefore, the Research Proposition 1 is inconclusive for the old branding, with exception of the impact of ‘microeconomic factors’ on awareness.
Drivers%20of%20corporate%20rebranding%20in%20the%20telecommunications%20industry%20in%20South%20Africa%20and%20the%20impact%20on%20brand%20equity.docx