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