The impact of consumer resistance to brand substitution on brand relationship

Descotes, Raluca Mogos; Pauwels-Delassus, Véronique

doi:10.1108/jcm-07-2014-1041

Cited by 12 publications

(12 citation statements)

References 28 publications

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“…A similar impact in terms of magnitude (to the fans' personal benefits) is exerted by the perceived involvement within the brand change process. This result conforms to the application of the resistance to change theory in order to understand more broadly consumers' resistance to change behaviour (Giangreco and Peccei, 2005;Mogos Descotes and Pauwels-Delassus, 2015). Fans should therefore be aware of the change and involved throughout the change process.…”

Section: Discussion Of the Resultssupporting

confidence: 80%

“…I could give my opinion on the change to the club. Descotes and Pauwels-Delassus (2015) RC1. I did not feel enthusiastic regarding the change (r).…”

Section: Involvement Within the Brand Change Processmentioning

confidence: 99%

“…On the theoretical front, this study is the first to combine social identity theory and resistance to change theory in order to understand the fans' resistance to brand identity change. If the resistance to change theory was previously used in order to understand consumers' resistance to brand substitution (Pauwels et al, 2014;Mogos-Descotes and Pauwels, 2015), to the best of our knowledge, it has never been used in a study concerning a sport club's identity change. Our results suggest that the resistance to change theory is highly appropriate when trying to understand the fans' resistance behaviour.…”

Section: Conclusion Contributions Limits and Prolongationsmentioning

confidence: 99%

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Fan Resistance Towards a Change in Club Identity

Delassus

Descotes

2019

Self Cite

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The objective of the research is to identify key factors that can reduce resistance towards a change in club identity. The results of our quantitative approach conducted with 229 fans of football clubs show that it is extremely important to inform supporters about the reasons and the benefits of the brand identity change, for the club and for themselves. Furthermore, the fans’ tradition consciousness amplifies their resistance to brand identity change. Our results also indicate that after the brand identity change, fans limit the positive word of mouth towards the club (a form of passive resistance) and then exit (a form of active resistance).

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Section: Discussion Of the Resultssupporting

confidence: 80%

“…I could give my opinion on the change to the club. Descotes and Pauwels-Delassus (2015) RC1. I did not feel enthusiastic regarding the change (r).…”

Section: Involvement Within the Brand Change Processmentioning

confidence: 99%

Section: Conclusion Contributions Limits and Prolongationsmentioning

confidence: 99%

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Fan Resistance Towards a Change in Club Identity

Delassus

Descotes

2019

Self Cite

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“…Negative information also has a damaging impact on brand value, market share, and reputation. A brand enjoining more significant consumer‐based brand equity fosters brand trustworthiness, integrity, and goodwill among the customers (Descotes et al, 2015). Thus, making consumers resistant to negative information about the brand (Kim & Woo, 2019).…”

Section: Hypothesis Developmentmentioning

confidence: 99%

Brands are calling your AVATAR in Metaverse–A study to explore XR‐based gamification marketing activities & consumer‐based brand equity in virtual world

Arya

Sambyal

Sharma

et al. 2023

J of Consumer Behaviour

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Brands are moving towards the Metaverse (3D immersive virtual spaces), where the growth of intangible products and nonfungible tokens (NFTs) are evolving into a new type of hybrid experience for the users. This paper aims to establish the role of a “gamification of marketing activities” and its influence on consumer‐based brand equity for intangible products (NFTs) in the Metaverse and examine the mediating role of consumers' brand engagement and brand love. To evaluate the conceptual model based on the cross‐cultural data from two emerging countries in Asia and Africa, the study followed a two‐stage, hybrid mechanism using PLS‐SEM and neural network modeling. This study provides insights into the Metaverse–a new taxonomy of technology, in the context of embodiment, presence of AVATAR, and interactivity in the virtual world, supported by the social exchange theory. This study also suggests practitioners focus on brand authenticity while projecting their brand in the Metaverse.

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“…A common premise in these studies is that consumers desire long-term brand relationships (Fournier, 1998). There are many ways by which consumers maintain long-term relationships with brands; we examine two of them in this paper: first, consumers resist attempts that encourage them to change their beliefs and attitudes about their preferred brand (Descotes and Pauwels-Delassus, 2015;Mikolon et al, 2015;Raju et al, 2009a;Ram and Sheth, 1989), and second, consumers volitionally exclude other brands from being considered as a way to avoid being persuaded by those brands (termed as determinism by Oliver, 1999). Even though these two constructs, resistance and determinism, have been identified as being important for brand performance, scales to measure these constructs have not been developed to date; further, how resistance and determinism relate to other brand relationship constructs have not been clearly established.…”

mentioning

confidence: 99%

Conceptualizing and measuring resistance to change in brand relationships

Ramaswami

Raju

Page

2016

JIBR

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Purpose This research aims to examine two constructs that define loyal brand relationships – greater resistance to changing their brand beliefs and attitudes (resistance to change) and greater willingness to shun competitor brands (determinism). The paper develops and tests psychometrically sound scales to measure these two constructs and proposes and tests a model that identifies antecedent and outcome linkages between resistance and determinism and other brand relationship measures across two studies. Design/methodology/approach Scale development was done following the guidelines recommended by Nunnally and Bernstein (1994) and Churchill (1979). Factor analysis was used to test scale item fit. Discriminant validity, scale reliability tests, nomological and predictive validity tests were conducted. Findings This study adds to the literature by identifying the specific dimensions that compose the resistance concept. It finds that strong resistance leads to determinism at the high end. It also finds that brand engagement is an outcome of resistance. In addition, three sub-components of the resistance dimension – resistance to new products that offer higher value, resistance to value improvements of competing offerings and resistance to quality deterioration for the focal or object brand – are also identified and scale items developed to measure them. Research limitations/implications Resistance to change and determinism are less understood and researched concepts in the context of brand relationships. Further, these two dimensions are of particular importance in emerging markets such as India because of the changes taking place in these markets with the introduction of many global brands competing with traditional strong brands. For new brands, a key question is how to reduce the resistance that consumers exhibit toward trying out new brands. For existing brands, the key question is how to leverage the resistance that consumers have in trying out a new brand so that greater determinism is built and defections are minimized. This research helps answer some of these questions. Originality/value The primary purpose of the study was to identify the specific dimensions that compose the resistance concept. An important aspect of brand relationships is the ability to foster greater strength in the relationship. While the important of resistance has been known, a good scale to measure it has been lacking.

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The impact of consumer resistance to brand substitution on brand relationship

Abstract: International audienc

Cited by 12 publications

References 28 publications

Fan Resistance Towards a Change in Club Identity

Fan Resistance Towards a Change in Club Identity

Brands are calling your AVATAR in Metaverse–A study to explore XR‐based gamification marketing activities & consumer‐based brand equity in virtual world

Conceptualizing and measuring resistance to change in brand relationships

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