Les Antécédents de la Résistance des Consommateurs à la Stratégie de Changement d’Enseignes : Preuves Issues d'un Contexte Tunisien

Resistance to changing retail brands is a well-studied phenomenon in the social psychology literature, particularly in the field of brand/brand management. It refers to the propensity of consumers to express opposition or a negative reaction when a brand is replaced by another on the market. Understanding the factors that influence this resistance is crucial for companies wishing to successfully introduce innovative new brands. By focusing on consumers, our study examined the impact of two key factors, often mentioned in the literature as antecedents of resistance to change (RTC): individual perceptions of the costs/benefits of change and their level of information on the change. To do this, we first formulated alternative hypotheses regarding the effect of these two antecedents on RTC. Next, we tested these hypotheses using structured survey data, collected from a sample of more than 351 Tunisian consumers. In line with the predominant arguments in the literature, the results of the analysis clearly supported the idea that the two factors studied have a significant influence on the tendency of consumers to adopt various forms of resistance to change.