Substitution d’enseignes : quelle création de valeur pour le distributeur et pour le client ?

Collin-Lachaud, Isabelle; Herbert, Maud; Pechpeyrou, Pauline de

doi:10.7193/dm.065.57.70

Cited by 6 publications

(6 citation statements)

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“…From a theoretical point of view, this is the first time that consumer reaction to service rebranding has been modeled. Prior research on rebranding has modeled consumer attitudes to product rebranding (Collange, 2008) or corporate rebranding (Jaju et al, 2006), or it has analyzed the rebranding process (Muzellec and Lambkin, 2006;Kapferer, 2008;Collin-Lachaud et al, 2012). This is therefore the first time that a comprehensive model of consumer reaction to service rebranding has been proposed and tested.…”

Section: Discussionmentioning

confidence: 96%

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Consumer reaction to service rebranding

Collange

2015

Journal of Retailing and Consumer Services

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Section: Discussionmentioning

confidence: 96%

“…Although rebranding has thrived in recent years, there has been very little academic research on the topic (but see Aimé-Garnier and Roux, 2006;Jaju et al, 2006;Muzellec and Lambkin, 2006;Collange, 2008;Kapferer, 2008;Collin-Lachaud et al, 2012). The few studies that have been made focus on the implementation strategy (i.e.…”

Section: Introductionmentioning

confidence: 98%

Consumer reaction to service rebranding

Collange

2015

Journal of Retailing and Consumer Services

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“…However, marketing literature has demonstrated that retailer brand substitution is more complex to implement than product brand substitution (Collin-Lachaud et al, 2012). It is distinguished from products name substitution by the scope of change and the different degrees of intervention involved (stores remodelling, increase in references, changes to assortments particularly in terms of M.D.D., pooled advertising communication, loyalty programme, etc.…”

Section: Literature Review Retailer Brand Name Substitutionmentioning

confidence: 99%

“…Interestingly, despite the acknowledged centrality of trust in the literature review, it is noteworthy that there is a scarcity of studies examining the repercussions of brand trust in the context of retailer brand name substitution. Some studies delve into the analysis of brand image transfer from the old brand to the new one (Pauwels- Delassus & Fosse, 2012), establish typologies of brand substitutions (Aimé Granier and Laï, 2008), or seek to comprehend the intricacies of the rebranding strategy process (Lachaud et al, 2012).…”

Section: Introductionmentioning

confidence: 99%

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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“…Conjointement, se pose la question de savoir si les connaissances sur le deuil, que nous avons identifiées et structurées, peuvent proposer des voies nouvelles de recherche pour d’autres problématiques marketing, telles celle de la relation à la marque ou à l’enseigne. Collin Lachaud et al (2012) soulignent par exemple qu’un changement de nom d’enseigne peut signifier que les clients habitués doivent faire leur deuil de l’ancien nom. Otnes et al (2009) évoquent le deuil que les consommateurs ont ressenti face au remplacement d’une enseigne de magasin américaine, Marshall Field & Co, par l’enseigne Macy’s.…”

Section: Les Champs Possibles D’application Du Deuil En Comportement unclassified

Le deuil originel et métaphorique : état de l’art et voies de recherche en comportement du consommateur

Plaud

Urien

2016

Recherche et Applications en Marketing (French Edition)

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Nous étudions l’impact du deuil consécutif à la mort d’un proche (le deuil originel), et le deuil consécutif à toute perte significative (le deuil métaphorique) sur les comportements de consommation. Nous évoquerons la singularité du processus de décision de consommation en situation de deuil, et proposerons d’utiliser un nouveau cadre théorique, permettant de renouveler les interprétations relatives à l’incidence du deuil originel sur les comportements de consommation. Nous montrerons, par ailleurs, comment le deuil métaphorique permet de comprendre, de façon alternative, certaines réactions du consommateur aux stratégies d’abandon de marque, ou d’analyser différemment les processus d’acculturation. Nous ouvrons ainsi de nouvelles voies de recherche sur la relation à la marque ou à l’enseigne, ainsi que sur l’ethnicité. Pour réaliser cet agenda de recherche, nous présentons une revue de littérature sur le concept de deuil, en anthropologie, psychologie et sociologie, proposons une définition de ce concept et identifions les principaux modèles théoriques s’y référant. Une réflexion sur les conditions d’opérationnalisation de ces futures recherches et de nouveaux outils méthodologiques sont enfin proposés.

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Substitution d’enseignes : quelle création de valeur pour le distributeur et pour le client ?

Cited by 6 publications

References 0 publications

Consumer reaction to service rebranding

Consumer reaction to service rebranding

The Impact of Retailer Brand Name Substitution on Consumer Trust

Le deuil originel et métaphorique : état de l’art et voies de recherche en comportement du consommateur

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