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Brand name change: Can trust and loyalty be transferred?

Author

Listed:
  • Véronique Pauwels-Delassus

    (UCL - Université catholique de Lille)

  • Raluca Mogos Descotes

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

In this article, the authors propose and test a model that aims to identify key determinants that could alleviate the degradation of consumer trust and loyalty to a brand in the case of a brand name change (examples of brand name change: Marathon changed to Snickers, Raider became Twix, Taillefine replaced Belvita and so on). The results identify five key influencing factors that marketing managers can use to reduce the degradation of trust and loyalty. Namely, (1) the consumers' degree of acceptance of the brand name change, (2) the perceived similarity between the old and new brand, (3) the degree of attachment to the initial brand, (4) the presence of an umbrella brand, and (5) consumers' awareness of the brand substitution. Each of these five key determinants has a direct or indirect impact on the transfer of perceived quality and trust towards the new, substitute brand. Furthermore, the transfer of the consumers' relationship to the new brand appears to be a sequential process. First, it is important to make sure that the perceived quality has been transferred so that the transfer of trust can be carried out effectively. Finally, a successful transfer of trust implies an efficient transfer of the consumers' loyalty.

Suggested Citation

  • Véronique Pauwels-Delassus & Raluca Mogos Descotes, 2013. "Brand name change: Can trust and loyalty be transferred?," Post-Print hal-01369461, HAL.
    • Handle: RePEc:hal:journl:hal-01369461
    DOI: 10.1057/bm.2013.7
    as

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    Citations

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    Cited by:

    1. 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.
    2. Selcan Kara & Kunter Gunasti & William T. Ross, 2020. "My brand identity lies in the brand name: personified suggestive brand names," Journal of Brand Management, Palgrave Macmillan, vol. 27(5), pages 607-621, September.
    3. Hyunju Shin & Riza Casidy & Alyssa Yoon & So-Hyang Yoon, 2016. "Brand trust and avoidance following brand crisis: A quasi-experiment on the effect of franchisor statements," Journal of Brand Management, Palgrave Macmillan, vol. 23(5), pages 1-23, September.
    4. Selcan Kara & Kunter Gunasti & William T. Ross, 0. "My brand identity lies in the brand name: personified suggestive brand names," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-15.
    5. Überschaer, Anja & Baum, Matthias, 2020. "Top employer awards: A double-edged sword?," European Management Journal, Elsevier, vol. 38(1), pages 146-156.
    6. Anwar Sadat Shimul, 2022. "Brand attachment: a review and future research," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 400-419, July.
    7. Ying Zhu & Haipeng (Allan) Chen, 2017. "A tale of two brands: The joint effect of manufacturer and retailer brands on consumers’ product evaluation," Journal of Brand Management, Palgrave Macmillan, vol. 24(3), pages 284-306, May.

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