How consumers assess retailer brand substitution strategy: Impact of perceived similarity and consumer attachment
-
Author(s)Kannou AhmedLink to ORCID Index: https://orcid.org/0000-0001-5420-615X
,
Ben Rached Saied KaoutherLink to ORCID Index: https://orcid.org/0000-0002-9170-135X
-
DOIhttp://dx.doi.org/10.21511/im.20(1).2024.21
-
Article InfoVolume 20 2024, Issue #1, pp. 251-263
- 251 Views
-
79 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
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 < 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.
- Keywords
-
JEL Classification (Paper profile tab)D39, M30, M39
-
References55
-
Tables5
-
Figures1
-
- Figure 1. Research framework
-
- Table 1. Description of the sample
- Table 2. Validation analysis: Convergence and discrimination tests
- Table 3. Analysis of fit indices, standardized coefficients, and hypotheses testing
- Table 4. Chi-square test results
- Table 5. Moderating impact of perceived similarity
-
- Aaker, D. (2003). The power of the branded differentiator. MIT Sloan Management Review, 45(1).
- Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27-41.
- Ahmed, K., & Ben Rached, K. S. (2024). The determinants of consumer trust during retailer brand name substitution: The moderating role of the country’s image – The “Tunisiana-Ooredoo” case. Academy of Marketing Studies Journal, 28(1), 1-13.
- Anatolevena Anisimova, T. (2007). The effects of corporate brand attributes on attitudinal and behavioural consumer loyalty. Journal of Consumer Marketing, 24(7), 395-405.
- Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.
- Andrews, M., & Kim, D. (2007). Revitalizing suffering multinational brands: An empirical study. International Marketing Review, 24(3), 350-372.
- Bagozzi, R. P., Batra, R., & Ahuvia, A. (2017). Brand love: Development and validation of a practical scale. Marketing Letters, 28, 1-14.
- Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of Marketing, 66(2), 120-141.
- Bhat, S., & Reddy, S. K. (2001). The impact of parent brand attribute associations and affect on brand extension evaluation. Journal of Business Research, 53(3), 111-122.
- Bolhuis, W., De Jong, M. D., & Van Den Bosch, A. L. (2018). Corporate rebranding: Effects of corporate visual identity changes on employees and consumers. Journal of Marketing Communications, 24(1), 3-16.
- Brocato, E. D., Baker, J., & Voorhees, C. M. (2015). Creating consumer attachment to retail service firms through sense of place. Journal of the Academy of Marketing Science, 43, 200-220.
- Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24(3), 25-40.
- Collange, V. (2008). L’impact de la substitution de marques sur l’évaluation et l’intention d’achat du produit [The impact of brand substitution on product evaluation and purchase intention]. Recherche et Applications en Marketing, 23(2), 1-18. (In French).
- Collange, V. (2015). Consumer reaction to service rebranding. Journal of Retailing and Consumer Services, 22, 178-186.
- Collange, V., & Bonache, A. (2015). Overcoming resistance to product rebranding. Journal of Product & Brand Management, 24(6), 621-632.
- Collin-Lachaud, I., Herbert, M., & De Pechpeyrou, P. (2012). Substitution d’enseignes [Retailer brand name substitution]. Décisions Marketing, 65.
- Czellar, S. (2003). Consumer attitude toward brand extensions: An integrative model and research propositions. International Journal of Research in Marketing, 20(1), 97-115.
- Delassus, V., & Mogos Descotes, R. (2018). La résistance des fans à l’égard d’un changement d’identité d’un club [Fan resistance towards a change in club identity]. Management International, 23(1), 78-90. (In French).
- Delassus, V., Leclercq Vandelannoitte, A., & Mogos Descotes, R. (2014). La résistance au changement de nom de marque: Ses antécédents et ses conséquences sur le capital de marque [Resistance to brand name change: Antecedents and consequences on brand equity]. Management International, 18(3), 45-59. (In French).
- Delattre, E. (2006). L’évaluation du changement de nom des entreprises par les marchés financiers [The evaluation of corporate name changes by financial markets]. Vie & Sciences de L’entreprise, 4(173), 19-30. (In French).
- Descotes, R. M., & Pauwels-Delassus, V. (2015). The impact of consumer resistance to brand substitution on brand relationship. Journal of Consumer Marketing, 32(1), 34-42.
- Faircloth, J. B., Capella, L. M., & Alford, B. L. (2001). The effect of brand attitude and brand image on brand equity. Journal of Marketing Theory and Practice, 9(3), 61-75.
- Fazio, R. H. (2014). On the power and functionality of attitudes: The role of attitude accessibility. In A. R. Pratkanis, S. J. Breckler, & A. G. Greenwald (Eds.), Attitude Structure and Function (pp. 153-179). Psychology Press.
- Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
- Foroudi, P., Palazzo, M., & Sultana, A. (2021). Linking brand attitude to word-of-mouth and revisit intentions in the restaurant sector. British Food Journal, 123(13), 221-240.
- Gotsi, M., & Andriopoulos, C. (2007). Understanding the pitfalls in the corporate rebranding process. Corporate Communications: An International Journal, 12(4), 341-355.
- Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762-1800.
- Hill, S., Ettenson, R., & Tyson, D. (2005). Achieving the ideal brand portfolio. MIT Sloan Management Review, 46(2), 85-90.
- Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
- Kannou, A., Rached, K. B., & Abdelkader, S. (2024). The impact of retailer brand name substitution on consumer trust. International Journal of Professional Business Review, 9(1), e4157-e4157.
- Kapferer, J. N. (2007). Les marques, capital de l’entreprise [Brands, the company’s capital] (4th ed.). Paris: Les Editions d’Organisation. (In French).
- Keller, E. (2007). Unleashing the power of word of mouth: Creating brand advocacy to drive growth. Journal of Advertising Research, 47(4), 448-452.
- Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
- Keller, K. L. (1999). Managing brands for the long run: Brand reinforcement and revitalization strategies. California Management Review, 41(3), 102-124.
- Kline, R. B. (2023). Principles and practice of structural equation modeling (5th ed.). Guilford Publications.
- Lacoeuilhe, J. (2000). L’attachement à la marque: Proposition d’une échelle de mesure [Brand attachment: Proposal of a measurement scale]. Recherche et Applications en Marketing (French Edition), 15(4), 61-77.
- Lai, C., & Isabelle, A. I. M. E. (2016). La marque [The brand] (3rd ed.). Dunod. (In French). MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23(2), 130-143.
- Martin, I. M., & Stewart, D. W. (2001). The differential impact of goal congruency on attitudes, intentions, and the transfer of brand equity. Journal of Marketing Research, 38(4), 471-484.
- Martinez, E., & de Chernatony, L. (2004). The effect of brand extension strategies upon brand image. Journal of Consumer Marketing, 21(1), 39-50.
- Martinez, E., Polo, Y., & de Chernatony, L. (2008). Effect of brand extension strategies on brand image: A comparative study of the UK and Spanish markets. International Marketing Review, 25(1), 107-137.
- Miller, D., Merrilees, B., & Yakimova, R. (2014). Corporate rebranding: An integrative review of major enablers and barriers to the rebranding process. International Journal of Management Reviews, 16(3), 265-289.
- Park, C. S., & Srinivasan, V. (1994). A survey-based method for measuring and understanding brand equity and its extendibility. Journal of Marketing Research, 31(2), 271-288.
- Pimentel, R. W., & Heckler, S. E. (2003). Changes in logo designs: Chasing the elusive butterfly curve. In L. M. Scott & R. Batra (Eds.), Persuasive imagery: A consumer response perspective (pp. 105-127). Lawrence Erlbaum Associates Publishers.
- Preacher, K. J., & Hayes, A. F. (2004). SPSS and SAS procedures for estimating indirect effects in simple mediation models. Behavior Research Methods, Instruments, & Computers, 36, 717-731.
- Ramaditya, M. (2018). Exploring the impact of perception after rebranding and customer satisfaction on corporate image (A case study: PT. Darta Media Indonesia Kaskus). AEBMR-Advances in Economics Business and Management Research, 74, 174-178.
- Ramaswami, S. N., Raju, S., & Page, D. C. (2016). Conceptualizing and measuring resistance to change in brand relationships. Journal of Indian Business Research, 8(3), 180-204.
- Rather, R. A. (2021). Demystifying the effects of perceived risk and fear on customer engagement, co-creation and revisit intention during COVID-19: A protection motivation theory approach. Journal of Destination Marketing & Management, 20, 100564.
- Roussel, P., Durrieu, F., Campoy, E., & El Akremi, A. (2002). Méthodes d’équations structurelles: Recherches et applications en gestion [Structural equation methods: Research and applications in management]. Paris: Edition Economica. (In French).
- Salinas, E. M., & Pérez, J. M. P. (2009). Modeling the brand extensions’ influence on brand image. Journal of Business Research, 62(1), 50-60.
- Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189-214.
- Völckner, F., & Sattler, H. (2006). Drivers of brand extension success. Journal of Marketing, 70(2), 18-34.
- Vo, T. T. H., & Jolibert, A. (2005). The moderating role of sustained involvement on the relationship between consumer satisfaction and loyalty. Proceedings of the 21st AFM Congress.
- Wolf, E. J., Harrington, K. M., Clark, S. L., & Miller, M. W. (2013). Sample size requirements for structural equation models: An evaluation of power, bias, and solution propriety. Educational and Psychological Measurement, 73(6), 913-934.
- Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.
- Zhao, X., Lynch Jr, J. G., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of Consumer Research, 37(2), 197-206.
-
Adoption of Mobile Banking and Perceived Risk in GCC
Kavita Chavali ,
Ajith Kumar
doi: http://dx.doi.org/10.21511/bbs.13(1).2018.07
Banks and Bank Systems Volume 13, 2018 Issue #1 pp. 72-79 Views: 2482 Downloads: 580 TO CITE АНОТАЦІЯThe study deals with the adoption of mobile banking services by respondents in UAE and the perception of risk factors by them. A model was developed on the Customer Adoption Process of mobile banking. The model is validated based on the data collected using the questionnaire from a sample of 90 respondents in UAE. Factor analysis is used to evaluate and analyze the responses. Belief in technology and the value it creates are the major driving force for respondents to adopt mobile banking. Respondents perceive that mobile banking helps in proper financial planning due to continuous monitoring the transactions and time saving. Lack of privacy in the mobile banking transactions and not all banks offering mobile banking services in UAE are the major challenges perceived by the respondents for non-adoption of mobile banking. Respondents identify time risk, financial risk and performance risk as the most predominant risk factors compared to other risks in the adoption process.
-
How does work engagement mediate the association between human resources management and organizational performance?
Gonçalo Pombo 
,
Jorge Gomes
doi: http://dx.doi.org/10.21511/ppm.16(3).2018.06
Problems and Perspectives in Management Volume 16, 2018 Issue #3 pp. 63-79 Views: 1642 Downloads: 460 TO CITE АНОТАЦІЯThe aim of this paper is to understand how workers’ perceptions and behaviors contribute to understanding the association between human resources management (HRM) and organizational performance (OP). Over the past few decades, theory construction has lagged the intermediate linkages between HRM and OP, and, therefore, there are still many unanswered questions with regards to such an association. To sustain the HRM-OP link, the authors highlight the potential influence of employees’ work engagement (WE), with the aim of exploring some of the intermediating variables, focusing on the perceptions of employees’ attitudes and behaviors. This research emphasizes that line managers have a crucial role to play in stimulating employees’ efforts and in shaping HR-related outcomes. Line managers act as crucial intermediaries in determining how HR policies that lead to OP can be designed and administered. Nevertheless, line managers have the capability to disrupt or stimulate the system, which has a significant impact on employees’ engagement with the organization. The empirical research is based on a sample of 1,609 employees and 40 organizations and was carried out in two settings. Results suggest that line managers and employees’ perceptions of HR policies were positively related to line managers’ perceptions of OP. The results also support a path model, whereby WE strengthens HR systems’ association with enhanced levels of OP. The discussion reviews the implications of these results and suggests future directions for research.
-
Insights on electric vehicle adoption: Does attitude play a mediating role?
Imran Ali ,
Mohammad Naushad
doi: http://dx.doi.org/10.21511/im.18(1).2022.09
Innovative Marketing Volume 18, 2022 Issue #1 pp. 104-116 Views: 1199 Downloads: 658 TO CITE АНОТАЦІЯVehicles are classified as a mobile source of pollution worldwide. This problem is compounded in countries like India, where the population is enormous, and the number of automobiles increases quickly. To overcome this issue, governments and individuals must adopt electric vehicles and maximize the use of eco-friendly vehicles. However, the adoption of electric vehicles in India is gradual. One of the reasons is the attitude towards traditional and electric vehicles. This study’s primary objective is to determine how attitude influences the adoption of electric vehicles. The topic is vital since the attitude provided by numerous studies influences the intention to buy anything. This study considered one dependent variable (electric vehicle adoption) and one mediating variable (attitude) along with five independent variables. The data collection method was straightforward, and the sample size was 366 respondents. Exploratory factor analysis (EFA), structural equation modeling (SEM), and mediation analysis were used to analyze the data. All adopted constructs were trustworthy, with average variance extracted exceeding 0.55, composite reliability exceeding 0.75, and factor loadings exceeding 0.70 for most. The model fit indices were also found to be significant on several parameters. Among all other variables, only financial incentives affect electric vehicle adoption. In other circumstances, opinions did not influence customer uptake of electric vehicles.
