Les Facteurs Clés de Succès d'une Substitution d’Enseignes

The Key Success Factors of Brand Substitution

Ahmed Kannou

MPRA Paper from University Library of Munich, Germany

Abstract: The objective of this article is to propose and evaluate a model aimed at identifying the main success factors of brand substitution. To this end, a quantitative study was carried out in Tunisia with a sample of 340 consumers. The results of this study highlight three variables likely to contribute to the formation of consumer trust when substituting brands: (1) information relating to the change, (2) the similarity between the brand of substitution and the original brand, and (3) the perceived benefits resulting from this change. These results allow us to identify the key success factors that promote the smooth transfer of consumer confidence from the old brand to the new.

Keywords: Sign; Name of the Sign; Substitution of Brands; Substitution of Signs (search for similar items in EconPapers)
JEL-codes: M31 M51 M55 (search for similar items in EconPapers)
Date: 2024
New Economics Papers: this item is included in nep-ara
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://mpra.ub.uni-muenchen.de/120234/1/MPRA_paper_120234.pdf original version (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:120234

Access Statistics for this paper

More papers in MPRA Paper from University Library of Munich, Germany Ludwigstraße 33, D-80539 Munich, Germany. Contact information at EDIRC.
Bibliographic data for series maintained by Joachim Winter ().