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- Title
La résistance au changement de nom de marque : ses antécédents et ses conséquences sur le capital de marque.
- Authors
DELASSUS, VÉRONIQUE PAUWELS; VANDELANNOITTE, AURÉLIE LECLERCQ; DESCOTES, RALUCA MOGOS
- Abstract
This paper analyses the antecedents of internal and external resistance to brand name change, and its consequences on brand equity. A qualitative research, based on interviews carried out with 10 managers and 40 consumers, suggest that both internally and externally the level of implication, the perceived benefits of change, as well as the attachment to the substituted brand may decrease resistance to change. We suggest diverse means in order to optimize the management of resistance to brand change, thus favoring the transfer of the capital of the abandoned brand to the new brand.
- Subjects
TRADEMARKS; ORGANIZATIONAL name changes; BRAND equity; RESISTANCE to change; QUALITATIVE research
- Publication
Management international / International Management / Gestiòn Internacional, 2014, Vol 18, Issue 3, p45
- ISSN
1206-1697
- Publication type
Article
- DOI
10.7202/1025089ar