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

Raluca Mogos Descotes and Véronique Pauwels-Delassus
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Raluca Mogos Descotes: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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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 (search for similar items in EconPapers)
Date: 2014-04-09
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Published in 9th Global Brand Conference of the AM: Brand, Identity and Corporate Reputation, University of Hertfordshire, Apr 2014, Hatfield, United Kingdom

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01376509

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