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Article
Publication date: 31 August 2020

Yohan Bernard, Véronique Collange, Aurore Ingarao and Sarra Zarrouk-Karoui

The purpose of this paper is to better understand an increasingly widespread practice consisting, of a brand, in signaling the domestic origin of its products aimed at domestic…

1322

Abstract

Purpose

The purpose of this paper is to better understand an increasingly widespread practice consisting, of a brand, in signaling the domestic origin of its products aimed at domestic consumers, that is, the “made in the domestic country” (MIDC) strategy. To this end, it is proposed to analyze the MIDC label as a cue interacting with the brand’s characteristics (brand equity and country of origin of the brand).

Design/methodology/approach

A between-subjects experiment is conducted among 293 French consumers on four different brands of pasta. The overall design is a 2 (with/without the MIDC label) × 2 (high/low brand equity) × 2 (domestic/foreign brand) mixed design.

Findings

The results show that intention to buy the product increases significantly with the presence of the MIDC label, but not so willing to pay. The positive effect on buying intention is greater when: the product has rather low brand equity, consumer ethnocentrism is high and/or consumers are strongly attached to their national identity.

Research limitations/implications

The present research extends the literature on country-of-origin effects by taking into account the role of the brand equity of the product. However, the study focused on only one low-involvement product category (pasta) and one country (France).

Practical implications

This study shows that adding an MIDC label to the product is empirically justified.

Originality/value

While moderate or high scores on “patriotic” variables reinforce the positive impact of the MIDC label, low scores reverse the trend, that is, cause rejection.

Details

European Journal of Marketing, vol. 54 no. 12
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 21 September 2015

Véronique Collange and Adrien Bonache

The purpose of this article is to understand how and why consumers resist or accept product rebranding. It seeks to identify and to quantify the drivers of attitudes toward this…

4196

Abstract

Purpose

The purpose of this article is to understand how and why consumers resist or accept product rebranding. It seeks to identify and to quantify the drivers of attitudes toward this marketing practice to guide marketing managers in the execution of an effective changeover.

Design/methodology/approach

The research is conducted in three stages. First, a qualitative study is run among 45 consumers to identify variables that might influence attitudes toward product rebranding. Second, a review of literature on the emotion of surprise is carried out to specify the relationships between the variables previously identified and to formulate hypotheses. Third, a quantitative study is conducted among 480 consumers to test the hypotheses and to quantify the impact of each variable.

Findings

Surprise impacts attitudes toward product rebranding through a three-way process (automatic, higher-order cognitive, higher-order affective): a direct negative effect, an indirect effect mediated by incomprehension about the reasons for the change and an indirect effect mediated by the negative emotions generated by the change. Moreover, trust in firms diminishes the negative effects of anger, fear and sadness on attitudes toward product rebranding.

Research limitations/implications

The research offers a better understanding of processes involved in the building of consumer attitudes toward brand name change. However, it only constitutes a first step in the attempt to understand the phenomena.

Practical implications

This practice of brand name change is increasingly popular, but marketing managers are skeptical about the best way to implement it. The paper provides a better understanding of consumer reactions to product rebranding, so that marketing managers can make better decisions. It reveals guidance for successful brand name changes.

Originality/value

This paper is the first to propose and to test a comprehensive model of the mental processes involved in the building of consumer attitudes toward product rebranding.

Details

Journal of Product & Brand Management, vol. 24 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

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Article
Publication date: 21 September 2015

Cleopatra Veloutsou and Francisco Guzman

204

Abstract

Details

Journal of Product & Brand Management, vol. 24 no. 6
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 13 April 2012

Véronique Pauwels Delassus and Raluca Mogos Descotes

Despite the prevalence with which firms change the brand names they use, this research stream has received little academic attention. Managers confronted with brand name…

7847

Abstract

Purpose

Despite the prevalence with which firms change the brand names they use, this research stream has received little academic attention. Managers confronted with brand name substitutions fear most a loss of brand equity, which would decrease their market share. This research aims to identify key influences that might enable companies to minimise their brand equity losses in response to brand name substitutions.

Design/methodology/approach

A preliminary qualitative investigation (20 semi‐directive interviews) pertained to better understand how brand equity loss might be minimised in the case of a brand name substitution. This qualitative research and a relevant literature review provided input for the questionnaire design. Furthermore, the resulting survey data from a sample of 300 consumers served for the test of the research propositions.

Findings

This study identifies five key influence factors that marketing managers can use to transfer brand equity in the case of brand name substitution, based on consumers' knowledge of the brand change, attitude toward brand change, perceived similarity between the old and new brands, degree of attachment to the initial brand, and recognition of the presence of an umbrella brand. Finally, the brand equity dimensions are interrelated, such that the transfer of perceived quality and brand image influences loyalty transfer, and brand quality transfer improves brand image transfer.

Originality/value

This research represents a first attempt to answer the pressing question: how can firms transfer brand equity successfully in the case of brand name substitution? The study also identifies for the first time key influence factors that favour brand equity transfer from an old to a new brand.

Details

Journal of Product & Brand Management, vol. 21 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

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Article
Publication date: 12 January 2015

Raluca Mogos Descotes and Véronique Pauwels-Delassus

The purpose of this research is to propose and test a model that aims to identify key determinants which could alleviate the loss of brand trust and loyalty caused by brand name…

2840

Abstract

Purpose

The purpose of this research is to propose and test a model that aims to identify key determinants which could alleviate the loss of brand trust and loyalty caused by brand name change using the resistance to change theory (RCT).

Design/methodology/approach

Because of the causal nature of the research, the quantitative research methodology was considered as best suitable. An online questionnaire was administered on a sample composed of 313 consumers.

Findings

The paper provides empirical insights regarding the fact that consumers’ resistance to the brand name substitution is the main determinant of the transfer of consumers’ trust from the old to the new brand. Finally, loyalty transfer heavily relies on trust transfer.

Research limitations/implications

Because of the convenience sample used, the research results may lack generalisability. Furthermore, researchers are encouraged to test the proposed hypotheses based on different brand name change cases.

Practical implications

The paper includes implications for the alleviation of consumers’ resistance to the brand name substitution, a main determinant for the loss of brand trust and loyalty in the case of brand name change.

Originality/value

This paper fulfils an identified need to study how consumers’ resistance to the brand name change can be diminished. Overall, our research supports the use of the RCT for a better understanding of brand name change-related issues.

Details

Journal of Consumer Marketing, vol. 32 no. 1
Type: Research Article
ISSN: 0736-3761

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