Brand name change: Can trust and loyalty be transferred?

@article{PauwelsDelassus2013BrandNC,
  title={Brand name change: Can trust and loyalty be transferred?},
  author={V. Pauwels-Delassus and Raluca Mogos Descotes},
  journal={Journal of Brand Management},
  year={2013},
  volume={20},
  pages={656-669}
}
  • V. Pauwels-Delassus, Raluca Mogos Descotes
  • Published 2013
  • Business
  • Journal of Brand Management
  • In this article, the authors propose and test a model that aims to identify key determinants that could alleviate the degradation of consumer trust and loyalty to a brand in the case of a brand name change (examples of brand name change: Marathon changed to Snickers, Raider became Twix, Taillefine replaced Belvita and so on). The results identify five key influencing factors that marketing managers can use to reduce the degradation of trust and loyalty. Namely, (1) the consumers’ degree of… CONTINUE READING
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