This study was undertaken to determine Attitudinal Change and the Re-branding Image in the face of Direct Foreign
Investment as put forth by the federal government of Nigeria, using Calabar, Cross River State as a study. A null
hypothesis was formulated to guide the study. A-5 items questionnaire was developed and validated in generating
data, from where 200 (two hundred) respondents responses were utilized. The design of the study was ex post facto.
The data was analyzed using the Pearson product moment correlation (r) and the chi-square (x) statistical test. The
analyses revealed that: There is significant relationship between attitudinal change of people (due to cultural
revival) and the re-branding image in the face of direct foreign investment. It was concluded that the re-branding
image of Nigeria is significantly influenced by peoples’ attitudinal changes. The major recommendation was, that to
truly correct the negative image of Nigeria as a nation, the federal government should embark on projects that are
aimed at laundering the image of the country by dealing with brand eroders, including insecurity, corruption,
poverty, illiteracy and ineffective electoral process, among others.
