Les Facteurs Clés de Succès d'une Substitution d’Enseignes

The objective of this article is to propose and evaluate a model aimed at identifying the main success factors of brand substitution. To this end, a quantitative study was carried out in Tunisia with a sample of 340 consumers. The results of this study highlight three variables likely to contribute to the formation of consumer trust when substituting brands: (1) information relating to the change, (2) the similarity between the brand of substitution and the original brand, and (3) the perceived benefits resulting from this change. These results allow us to identify the key success factors that promote the smooth transfer of consumer confidence from the old brand to the new.