The Impact of Product Rebranding on Organizational Growth

The main objective of the study was to investigate the impact of product rebranding on organizational growth (a case study of AirtelTigo). The study was guided by the following objectives.

1. To identify the rebranding activities undertaken by AirtelTigo.
2. To examine the relationship between rebranding and consumer purchasing behaviour.
3. To analyze the role rebranding plays in improving the performance of AirtelTigo.

The study adopted a descriptive survey design. The study was purely quantitative in nature. Quantitative studies usually include closed-ended responses such as found on question­naires or psychological instruments. The population of the study was all employees of AirtelTigo (Head office). Thirty (30) employees were sampled. The study used the non-probability sampling method specifically convenience sampling. A questionnaire was used as the data collection instrument. Statistical Package for Social Sciences (SPSS.v.16) was used in the processing of primary data gathered.