International Journal of Entrepreneurship (Print ISSN: 1099-9264; Online ISSN: 1939-4675)


The Determinants Of Consumer Trust During Retailer Brand Name Substitution

Author(s): Kannou Ahmed, Kaouther Saied Ben Rached

The purpose of this article is to propose and test a model that aims to identify the key determinants that could generate consumer trust during a retailer brand name substitution. Given the causal nature of the research, a quantitative study was conducted in Tunisia on a 340- consumer sample. Structural equation modeling (SEM) was performed to evaluate the research model. The results of this research highlight four variables that can contribute to building consumer trust during a retailer brand name substitution, namely (1) information about the change; (2) the difference in price image between the two brands; (3) the similarity between the new and the initial brands; and (4) the perceived benefits derived from the change. The research offers a better understanding of the processes involved in the building of consumer trust in the retailer brand name substitution. However, it only constitutes a first step in the attempt to understand this phenomenon. This paper helps practitioners to identify the key success determinants that can easily transfer consumer trust from the old re

Get the App