Conceptualizing and measuring resistance to change in brand relationships

Purpose This research aims to examine two constructs that define loyal brand relationships – greater resistance to changing their brand beliefs and attitudes (resistance to change) and greater willingness to shun competitor brands (determinism). The paper develops and tests psychometrically sound scales to measure these two constructs and proposes and tests a model that identifies antecedent and outcome linkages between resistance and determinism and other brand relationship measures across two studies. Design/methodology/approach Scale development was done following the guidelines recommended by Nunnally and Bernstein (1994) and Churchill (1979). Factor analysis was used to test scale item fit. Discriminant validity, scale reliability tests, nomological and predictive validity tests were conducted. Findings This study adds to the literature by identifying the specific dimensions that compose the resistance concept. It finds that strong resistance leads to determinism at the high end. It also finds that brand engagement is an outcome of resistance. In addition, three sub-components of the resistance dimension – resistance to new products that offer higher value, resistance to value improvements of competing offerings and resistance to quality deterioration for the focal or object brand – are also identified and scale items developed to measure them. Research limitations/implications Resistance to change and determinism are less understood and researched concepts in the context of brand relationships. Further, these two dimensions are of particular importance in emerging markets such as India because of the changes taking place in these markets with the introduction of many global brands competing with traditional strong brands. For new brands, a key question is how to reduce the resistance that consumers exhibit toward trying out new brands. For existing brands, the key question is how to leverage the resistance that consumers have in trying out a new brand so that greater determinism is built and defections are minimized. This research helps answer some of these questions. Originality/value The primary purpose of the study was to identify the specific dimensions that compose the resistance concept. An important aspect of brand relationships is the ability to foster greater strength in the relationship. While the important of resistance has been known, a good scale to measure it has been lacking.