Consumer reactions to rebranding strategy in emerging markets: evidence from the tunisian retail sector and the “promogro” to “MG maxi” transition
This article examines how consumers evaluate retailer rebranding strategies, with a specific focus on the rebranding of “Promogro” to “MG Maxi” in Tunisia. The study addresses the need to understand consumer reactions to brand transitions, particularly in a competitive retail market. A quantitative...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2025-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2025.2471531 |
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