When Brands Change: Consumer Attitudes and Satisfaction in Telecom Rebranding

<ns3:p>The purpose of this study is to explore consumer attitudes toward corporate rebranding, with a focus on Mobicom, one of Mongolia’s leading telecommunications companies. To explore its impact, an online survey was conducted with a sample of 400 Mobicom users. The analysis revealed that company rebranding has a significant positive effect on both consumer attitudes and satisfaction. Respondents perceived the rebranding efforts as a reflection of innovation and improved service quality, which in turn enhanced their emotional connection and trust toward the company. The findings also suggest that rebranding can serve as an effective driver of customer loyalty, especially in highly competitive industries such as telecommunications. This research contributes to the growing body of literature on consumer behavior and brand management by providing empirical evidence from Mongolia, an emerging market.</ns3:p>