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The impact of consumer resistance to brand substitution on brand relationship

Raluca Mogos Descotes (Marketing Department, University Of Lorraine CEREFIGE Research Center, Nancy, France)
Véronique Pauwels-Delassus (IESEG School of Management, Catholic University of Lille, Lille, France)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 12 January 2015

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Abstract

Purpose

The purpose of this research is to propose and test a model that aims to identify key determinants which could alleviate the loss of brand trust and loyalty caused by brand name change using the resistance to change theory (RCT).

Design/methodology/approach

Because of the causal nature of the research, the quantitative research methodology was considered as best suitable. An online questionnaire was administered on a sample composed of 313 consumers.

Findings

The paper provides empirical insights regarding the fact that consumers’ resistance to the brand name substitution is the main determinant of the transfer of consumers’ trust from the old to the new brand. Finally, loyalty transfer heavily relies on trust transfer.

Research limitations/implications

Because of the convenience sample used, the research results may lack generalisability. Furthermore, researchers are encouraged to test the proposed hypotheses based on different brand name change cases.

Practical implications

The paper includes implications for the alleviation of consumers’ resistance to the brand name substitution, a main determinant for the loss of brand trust and loyalty in the case of brand name change.

Originality/value

This paper fulfils an identified need to study how consumers’ resistance to the brand name change can be diminished. Overall, our research supports the use of the RCT for a better understanding of brand name change-related issues.

Keywords

Citation

Mogos Descotes, R. and Pauwels-Delassus, V. (2015), "The impact of consumer resistance to brand substitution on brand relationship", Journal of Consumer Marketing, Vol. 32 No. 1, pp. 34-42. https://doi.org/10.1108/JCM-07-2014-1041

Publisher

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Emerald Group Publishing Limited

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