Abstract
The purpose of this study is to investigate rebranding and staff
perception through Change Communication Factors (consisting of
Receiving Information, Providing Input, Value of Input and
Involvement in Decision Making). A set of self-administered
questionnaire was used. The study use a sample size of 87 executives
and 276 non-executives in a selected telecommunication company
which has rebranded. Data was gathered, recorded, analysed and
interpreted on the basis of the research objective and research questions
using the Statistical Package for social sciences (SPSS) software. T-test was used to differentiate the results from the staff (Executive and Non-Executives) on the change communication factors during the
rebranding exercise. The study found only Receiving Information
produced significance difference between the executives and nonexecutives through the study.
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