消费者如何评估零售商的品牌替代战略?感知相似性和消费者依附性的影响

IF 1.2 Q4 BUSINESS
Kannou Ahmed, Ben Rached Saied Kaouther
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引用次数: 0

摘要

本研究旨在探讨消费者如何评估零售商实施的品牌替代战略,特别关注从 Promogro 向 MG(Magasin Général)零售商品牌的过渡。这项定量研究涉及 351 名经常光顾超市(Promogro 和 MG)的突尼斯顾客,目的是验证假设并分析 2022 年 4 月各种因素的影响。研究模型通过 AMOS 22 软件的结构方程模型(SEM)进行评估。结果表明,消费者对旧零售品牌的依恋与他们对品牌替代过程的态度之间存在负相关(β = -0.09*,p <0.01)。此外,对零售商品牌的认知也是影响消费者态度与重新光顾新零售商品牌意愿之间关系的重要中介因素(β = 0.29**,置信区间 [0.17; 0.51])。此外,研究还发现,消费者对新零售商品牌的依恋与感知之间的关系受到感知相似性的正向调节(β = 0.226,p = 0.00)。具体而言,当两个零售商品牌高度相似时,对前一品牌有更强依恋的消费者往往对新零售商品牌有更有利的感知。这项研究为管理者提供了宝贵的见解,帮助他们确定促进顾客接受品牌变化的关键成功标准,并为有效替代零售商品牌名称提供指导。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
How consumers assess retailer brand substitution strategy: Impact of perceived similarity and consumer attachment
The objective of this study is to examine how consumers assess brand substitution strategies implemented by retailers, focusing specifically on the transition from Promogro to MG (Magasin Général) retailer brand. A quantitative study involving 351 Tunisian customers who regularly patronize supermarkets (Promogro and MG) was conducted to test hypotheses and analyze the impact of various factors in April 2022. The research model was evaluated through structural equation modeling (SEM) using the AMOS 22 software. The results indicate a negative correlation between consumers’ attachment to the old retail brand and their attitude toward the brand substitution process (β = –0.09*, p < 0.01). Furthermore, perceptions of the retailer brand emerged as a significant mediating factor influencing the relationship between attitudes and consumers’ intention to revisit the new retailer brand (β = 0.29**, confidence interval [0.17; 0.51]). Additionally, the study found that the association between consumer attachment and perceptions of the new retailer brand is positively moderated by perceived similarity (β = 0.226, p = 0.00). Specifically, when there is a high degree of resemblance between the two retailer brands, customers with a stronger attachment to the former brand tend to have a more favorable perception of the new retailer brand. This study provides valuable insights for managers, helping them identify critical success criteria that facilitate customer acceptance of brand changes and offering guidance on effectively substituting retailer brand names.
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来源期刊
Innovative Marketing
Innovative Marketing Economics, Econometrics and Finance-Economics, Econometrics and Finance (miscellaneous)
CiteScore
2.50
自引率
9.10%
发文量
58
审稿时长
9 weeks
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