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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 Strategy: Evidence from a Tunisian Context]

Author

Listed:
  • Kannou, Ahmed

Abstract

Resistance to changing retail brands is a well-studied phenomenon in the social psychology literature, particularly in the field of brand/brand management. It refers to the propensity of consumers to express opposition or a negative reaction when a brand is replaced by another on the market. Understanding the factors that influence this resistance is crucial for companies wishing to successfully introduce innovative new brands. By focusing on consumers, our study examined the impact of two key factors, often mentioned in the literature as antecedents of resistance to change (RTC): individual perceptions of the costs/benefits of change and their level of information on the change. To do this, we first formulated alternative hypotheses regarding the effect of these two antecedents on RTC. Next, we tested these hypotheses using structured survey data, collected from a sample of more than 351 Tunisian consumers. In line with the predominant arguments in the literature, the results of the analysis clearly supported the idea that the two factors studied have a significant influence on the tendency of consumers to adopt various forms of resistance to change.

Suggested Citation

  • 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.
    • Handle: RePEc:pra:mprapa:120273
    as

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    File URL: https://mpra.ub.uni-muenchen.de/120273/1/MPRA_paper_120273.pdf
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    References listed on IDEAS

    as
    1. Véronique Collange, 2015. "Consumer reaction du service rebranding [Les réactions du consommateur au changement de nom de marque]," Post-Print hal-01667251, HAL.
    2. Collange, Véronique, 2015. "Consumer reaction to service rebranding," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 178-186.
    3. Raluca Mogos Descotes & Véronique Pauwels-Delassus, 2018. "Fan resistance towards a change in club identity," Post-Print hal-01798145, HAL.
    4. Véronique Collange & Adrien Bonache, 2015. "Overcoming resistance to product rebranding," Post-Print halshs-01288018, HAL.
    5. Véronique Pauwels-Delassus & Aurélie Leclercq Vandelannoitte & Raluca Mogos Descotes, 2014. "La résistance au changement de nom de marque : ses antécédents et ses conséquences sur le capital de marque," Post-Print hal-01369853, HAL.
    6. 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.
    7. Véronique Collange, 2015. "Consumer reaction to service rebranding," Post-Print halshs-01288014, HAL.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Consumer Resistance; Brand Switching Strategy; Tunisian Context.;
    All these keywords.

    JEL classification:

    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M38 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Government Policy and Regulation

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