Fan Resistance Towards a Change in Club Identity

Delassus, Véronique Pauwels; Descotes, Raluca Mogos

doi:10.7202/1060064ar

Cited by 3 publications

(4 citation statements)

References 44 publications

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“…According to Delassus et al (2014), resistance may arise due to the absence of information on substitution and its benefits, a lack of comprehension regarding the decision's rationale, or the perception of conflicting arguments. Communication about the substitution, then, presents one of the most important factors for the substitution to be successful (Collange, 2015;Delassus & Descotes, 2018;Kannou, 2021). Therefore, by being informed in a transparent and progressive way about the retailer brand substitution and its benefits, consumers tend to accept the substitution easily.…”

Section: Information About the Substitutionmentioning

confidence: 99%

“…In the context of retailer brand substitution, perceived benefits can be understood as consumers' belief that they will gain an additional advantage from the change (Delassus & Descotes, 2018). These perceived benefits can be categorized into two types: utilitarian and non-utilitarian benefits (Loureiro, 2013;Zhang et al, 2013).…”

Section: Perceived Benefitsmentioning

confidence: 99%

“…The operationalization of constructs was founded on the use of measurement scales tested in the marketing literature. To measure communication about the change, 4 items from the scale of Delassus & Descotes (2018) were used. The perceived similarity between the two retailer brands was measured by 3 items adapted from Collange (2008) and Bhat & Reddy (2002).…”

Section: Measuring Scalesmentioning

confidence: 99%

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The Impact of Retailer Brand Name Substitution on Consumer Trust

Kannou,

Rached,

Abdelkader

2024

J. Professional Business Review

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Purpose: The aim of this article is to understand the impact of retailer brand name substitution on consumer trust. Theoretical Framework: Drawing on existing research on product brand substitution, the paper introduces variables that could influence consumer trust in situations where a brand name is substituted. Design/Methodology/Approach: To achieve this goal, a quantitative study was conducted among 351 Tunisian consumers to test the hypotheses and quantify the impact of each variable. Findings: The results of this research highlight three variables that can contribute to building consumer trust during a retailer brand name substitution, namely: (1) communication about the change; (2) perceived similarity and (3) perceived benefits derived from the change. The results also indicated that consumer attachment has a moderating effect on the relationship between trust and its determinants. More precisely, the stronger the attachment to the initial retailer brand, the more the consumer's trust in the brand decreases after the brand substitution. Research, Practical & Social implications: This paper assists practitioners in identifying the key success determinants that can facilitate the transfer of consumer trust from the old retailer brand to the new one. It provides guidance for a successful retailer brand name substitution. Originality/Value: This research fulfils an identified need to study how consumers’ trust in a brand can be transferred successfully in the case of a retailer brand name substitution.

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Section: Information About the Substitutionmentioning

confidence: 99%

Section: Perceived Benefitsmentioning

confidence: 99%

Section: Measuring Scalesmentioning

confidence: 99%

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The Impact of Retailer Brand Name Substitution on Consumer Trust

Kannou,

Rached,

Abdelkader

2024

J. Professional Business Review

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“…These days, substituting retailer brand names for another is a typical managerial tactic (Kannou et al, 2024). Although the replacement of an initial retailer brand with a new one is a widely adopted phenomenon, there is limited academic research focusing on this topic (Delassus & Mogos Descotes, 2018). For example, the mobile operator Tunisiana became Ooredoo.…”

Section: Introductionmentioning

confidence: 99%

How consumers assess retailer brand substitution strategy: Impact of perceived similarity and consumer attachment

Ahmed,

Rached Saied Kaouther

2024

Innovative Marketing

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The objective of this study is to examine how consumers assess brand substitution strategies implemented by retailers, focusing specifically on the transition from Promogro to MG (Magasin Général) retailer brand. A quantitative study involving 351 Tunisian customers who regularly patronize supermarkets (Promogro and MG) was conducted to test hypotheses and analyze the impact of various factors in April 2022. The research model was evaluated through structural equation modeling (SEM) using the AMOS 22 software. The results indicate a negative correlation between consumers’ attachment to the old retail brand and their attitude toward the brand substitution process (β = –0.09*, p &lt; 0.01). Furthermore, perceptions of the retailer brand emerged as a significant mediating factor influencing the relationship between attitudes and consumers’ intention to revisit the new retailer brand (β = 0.29**, confidence interval [0.17; 0.51]). Additionally, the study found that the association between consumer attachment and perceptions of the new retailer brand is positively moderated by perceived similarity (β = 0.226, p = 0.00). Specifically, when there is a high degree of resemblance between the two retailer brands, customers with a stronger attachment to the former brand tend to have a more favorable perception of the new retailer brand. This study provides valuable insights for managers, helping them identify critical success criteria that facilitate customer acceptance of brand changes and offering guidance on effectively substituting retailer brand names.

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Kissing the badge: Club crests or corporate logos?

Barnes

2022

Soccer & Society

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Fan Resistance Towards a Change in Club Identity

Cited by 3 publications

References 44 publications

The Impact of Retailer Brand Name Substitution on Consumer Trust

The Impact of Retailer Brand Name Substitution on Consumer Trust

How consumers assess retailer brand substitution strategy: Impact of perceived similarity and consumer attachment

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