Consumers’ Resistance to Retailer Brand Substitution: Antecedents and Consequences

Ahmed Kannou, Rym ELAMRI Trabelsi and Kaouther SAIED BEN Rached
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Ahmed Kannou: University of Tunis El Manar
Rym ELAMRI Trabelsi: University of Tunis El Manar
Kaouther SAIED BEN Rached: University of Tunis El Manar

International Journal of Research and Innovation in Social Science, 2023, vol. 7, issue 12, 1324-1329

Abstract: Since the economic and social crisis in Tunisia, consumers have grown skeptical and suspicious of developments and changes coming from companies. Brand substitution is a strategy that has captured consumers’ attention, prompting numerous inquiries. The purpose of this research is to understand how consumers perceive and react toward a store brand name substitution and, consequently, a change in their retailing mix and to identify antecedents that can generate consumer resistance. A qualitative approach analysis with 15 consumers highlighted three main antecedents such as (1) surprise, (2) negative emotions, (3) attachment to the old store brand. These antecedents influence buying behavior and, in some cases, generate resistance to substitution, negatively affecting the relationship between customers and the new store brand.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:bcp:journl:v:7:y:2023:i:12:p:1324-1329

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