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Consumers’ Resistance to Retailer Brand Substitution: Antecedents and Consequences

Author

Listed:
  • Ahmed KANNOU

    (University of Tunis El Manar)

  • Rym ELAMRI TRABELSI

    (University of Tunis El Manar)

  • Kaouther SAIED BEN RACHED

    (University of Tunis El Manar)

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.

Suggested Citation

  • Ahmed KANNOU & Rym ELAMRI TRABELSI & Kaouther SAIED BEN RACHED, 2023. "Consumers’ Resistance to Retailer Brand Substitution: Antecedents and Consequences," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(12), pages 1324-1329, December.
    • Handle: RePEc:bcp:journl:v:7:y:2023:i:12:p:1324-1329
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    References listed on IDEAS

    as
    1. Dominique Roux, 2007. "La resistance du consommateur: Proposition d'un cadre d'analyse," Post-Print hal-02022228, HAL.
    2. Véronique Collange & Adrien Bonache, 2015. "Overcoming resistance to product rebranding," Post-Print halshs-01288018, HAL.
    3. Dominique Roux, 2007. "La résistance du consommateur: Proposition d'un cadre d'analyse," Post-Print hal-02054910, HAL.
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    Cited by:

    1. Kannou, Ahmed, 2024. "Les Antécédents de la Résistance des Consommateurs à la Stratégie de Changement d’Enseignes : Preuves Issues d'un Contexte Tunisien [The History of Consumer Resistance to the Brand Switching Strate," MPRA Paper 120273, University Library of Munich, Germany.

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