Consumers' resistance to change and brand relationship transfer in the case of a brand substitution

Abstract : Using the resistance to change theory (RCT), this research proposes and tests a model that aims to identify key determinants which could alleviate the loss of brand trust and loyalty caused by brand name change. The results, based on the administration of an on-line questionnaire on a sample composed by 313 consumers, allow us to conclude that consumers’ resistance to the brand name change 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. Overall, our research supports the use of the RCT for a better understanding of brand name change related issues.
Keywords : Consumers Brands
Type de document :
Communication dans un congrès
9th Global Brand Conference of the AM: Brand, Identity and Corporate Reputation, Apr 2014, Hatfield, United Kingdom
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https://hal.univ-lorraine.fr/hal-01376509
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Soumis le : mercredi 5 octobre 2016 - 09:36:41
Dernière modification le : mardi 3 avril 2018 - 12:11:57

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  • HAL Id : hal-01376509, version 1

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Raluca Mogos Descotes, Véronique Pauwels-Delassus. Consumers' resistance to change and brand relationship transfer in the case of a brand substitution. 9th Global Brand Conference of the AM: Brand, Identity and Corporate Reputation, Apr 2014, Hatfield, United Kingdom. 〈hal-01376509〉

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