Kannou Ahmed and Kaouther Saied Ben Rached
This article aims to understand the impact of retailer brand name substitution on consumer trust. Based on brand substitution research, this paper proposes variables that may explain consumer trust when a brand name is substituted. Thus, the emphasis is placed on the role of the country’s image in customer evaluations following the substitution. The results of this research highlight three variables that can contribute to building consumer trust during a retailer brand name substitution, namely (1) information about the change; (2) perceived quality of service place; (3) the similarity between the new and the initial brands. They also showed that the country’s image (Qatar) has a moderating effect on the relationship between trust and its determinants. This paper helps practitioners to identify the key success determinants that can easily transfer consumer trust from the old retailer brand to the new one. It reveals guidance for successful retailer brand name substitution.