Corporate Branding And Consumer Attitude: The Mediating Role Of Brand Positioning

ABSTRACT The reforms introduced in the banking sector since 2006 by the central bank in Ghana has changed the sector significantly. The changes include deregulation and minimum capital requirement. These have seen an influx of foreign banks into the Ghanaian market. The influx of more banks in Ghana have paved way for consumers to have multiple choices of banks to select from. Studies have indicated that trust is a key ingredient consumers’ use in their brand selection. Meanwhile, other studies have also revealed that consumers’ trust in the brand is decreasing significantly. Therefore, devel…