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Les Facteurs Clés de Succès d'une Substitution d’Enseignes
[The Key Success Factors of Brand Substitution]

Author

Listed:
  • Kannou, Ahmed

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.

Suggested Citation

  • Kannou, Ahmed, 2024. "Les Facteurs Clés de Succès d'une Substitution d’Enseignes [The Key Success Factors of Brand Substitution]," MPRA Paper 120234, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:120234
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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Sign; Name of the Sign; Substitution of Brands; Substitution of Signs;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M51 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Firm Employment Decisions; Promotions
    • M55 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Labor Contracting Devices

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