How consumers assess retailer brand substitution strategy: Impact of perceived similarity and consumer attachment
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Author(s)Kannou AhmedLink to ORCID Index: https://orcid.org/0000-0001-5420-615X
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Ben Rached Saied KaoutherLink to ORCID Index: https://orcid.org/0000-0002-9170-135X
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DOIhttp://dx.doi.org/10.21511/im.20(1).2024.21
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Article InfoVolume 20 2024, Issue #1, pp. 251-263
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280 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
The objective of this study is to examine how consumers assess brand substitution strategies implemented by retailers, focusing specifically on the transition from Promogro to MG (Magasin Général) retailer brand. A quantitative study involving 351 Tunisian customers who regularly patronize supermarkets (Promogro and MG) was conducted to test hypotheses and analyze the impact of various factors in April 2022. The research model was evaluated through structural equation modeling (SEM) using the AMOS 22 software. The results indicate a negative correlation between consumers’ attachment to the old retail brand and their attitude toward the brand substitution process (β = –0.09*, p < 0.01). Furthermore, perceptions of the retailer brand emerged as a significant mediating factor influencing the relationship between attitudes and consumers’ intention to revisit the new retailer brand (β = 0.29**, confidence interval [0.17; 0.51]). Additionally, the study found that the association between consumer attachment and perceptions of the new retailer brand is positively moderated by perceived similarity (β = 0.226, p = 0.00). Specifically, when there is a high degree of resemblance between the two retailer brands, customers with a stronger attachment to the former brand tend to have a more favorable perception of the new retailer brand. This study provides valuable insights for managers, helping them identify critical success criteria that facilitate customer acceptance of brand changes and offering guidance on effectively substituting retailer brand names.
- Keywords
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JEL Classification (Paper profile tab)D39, M30, M39
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References55
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Tables5
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Figures1
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- Figure 1. Research framework
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- Table 1. Description of the sample
- Table 2. Validation analysis: Convergence and discrimination tests
- Table 3. Analysis of fit indices, standardized coefficients, and hypotheses testing
- Table 4. Chi-square test results
- Table 5. Moderating impact of perceived similarity
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Adoption of Mobile Banking and Perceived Risk in GCC
Kavita Chavali ,
Ajith Kumar
doi: http://dx.doi.org/10.21511/bbs.13(1).2018.07
Banks and Bank Systems Volume 13, 2018 Issue #1 pp. 72-79 Views: 2686 Downloads: 666 TO CITE АНОТАЦІЯThe study deals with the adoption of mobile banking services by respondents in UAE and the perception of risk factors by them. A model was developed on the Customer Adoption Process of mobile banking. The model is validated based on the data collected using the questionnaire from a sample of 90 respondents in UAE. Factor analysis is used to evaluate and analyze the responses. Belief in technology and the value it creates are the major driving force for respondents to adopt mobile banking. Respondents perceive that mobile banking helps in proper financial planning due to continuous monitoring the transactions and time saving. Lack of privacy in the mobile banking transactions and not all banks offering mobile banking services in UAE are the major challenges perceived by the respondents for non-adoption of mobile banking. Respondents identify time risk, financial risk and performance risk as the most predominant risk factors compared to other risks in the adoption process.
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How does work engagement mediate the association between human resources management and organizational performance?
Gonçalo Pombo 
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Jorge Gomes
doi: http://dx.doi.org/10.21511/ppm.16(3).2018.06
Problems and Perspectives in Management Volume 16, 2018 Issue #3 pp. 63-79 Views: 1922 Downloads: 542 TO CITE АНОТАЦІЯThe aim of this paper is to understand how workers’ perceptions and behaviors contribute to understanding the association between human resources management (HRM) and organizational performance (OP). Over the past few decades, theory construction has lagged the intermediate linkages between HRM and OP, and, therefore, there are still many unanswered questions with regards to such an association. To sustain the HRM-OP link, the authors highlight the potential influence of employees’ work engagement (WE), with the aim of exploring some of the intermediating variables, focusing on the perceptions of employees’ attitudes and behaviors. This research emphasizes that line managers have a crucial role to play in stimulating employees’ efforts and in shaping HR-related outcomes. Line managers act as crucial intermediaries in determining how HR policies that lead to OP can be designed and administered. Nevertheless, line managers have the capability to disrupt or stimulate the system, which has a significant impact on employees’ engagement with the organization. The empirical research is based on a sample of 1,609 employees and 40 organizations and was carried out in two settings. Results suggest that line managers and employees’ perceptions of HR policies were positively related to line managers’ perceptions of OP. The results also support a path model, whereby WE strengthens HR systems’ association with enhanced levels of OP. The discussion reviews the implications of these results and suggests future directions for research.
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Emotion-based insights into pro-environmental video campaigns: A study on waste sorting behavior in Ukraine
Serhiy Lyeonov ,
Anna Rosokhata ,
Svitlana Bilan ,
Liliia Khomenko ,
Anzhela Kuznyetsova ,
Iuliia Myroshnychenko ,
Nataliia Letunovska
doi: http://dx.doi.org/10.21511/ee.16(2).2025.05
Environmental Economics Volume 16, 2025 Issue #2 pp. 50-72 Views: 1741 Downloads: 440 TO CITE АНОТАЦІЯThis study aims to examine how different types of pro-environmental video content (featuring humans versus AI-generated characters) influence household waste sorting attitudes and behaviors among Ukrainian residents. The research was conducted in two stages using a mixed-method approach. In the first stage, 102 individuals aged 18–45 watched two videos on waste sorting and completed an online questionnaire. Cluster and variance analyses were performed using Statistica software. In the second stage, 35 participants underwent a laboratory-based emotion analysis using iMotions software, heart rate monitors, and galvanic skin response sensors at the Behavioral Lab of Sumy State University (Ukraine) from May to July 2024. The results revealed that videos featuring real people were more effective in generating interest (average rating: 3.5 vs. 3.2) and emotional engagement, particularly joy and contempt, which were the most frequently expressed emotions. Cluster analysis identified four distinct respondent groups. Cluster 1 (39.2%) – primarily young women – responded positively to human-led videos but showed limited behavioral change. Cluster 2 (19.6%) – women aged 26–35 – reacted positively to both videos and were most willing to adopt waste sorting behavior. Cluster 3 (23.5%) – primarily men – showed moderate engagement and sorted waste occasionally. Cluster 4 (17.6%) – highly educated women – exhibited the least positive responses and were least likely to change their behavior. The emotion analysis confirmed that videos featuring real people elicited stronger emotional responses across all categories, whereas AI-generated videos prompted higher levels of anger but generally weaker engagement.
Acknowledgments
The authors would like to acknowledge the Behavioral Laboratory at Sumy State University for providing the essential facilities and resources that enabled the successful completion of this research. Additionally, sincere appreciation is extended to all study participants for their valuable time, commitment, and contributions, which significantly enriched our understanding of consumer behavior related to waste management and the perception of advertising content.
The research is supported by the International Visegrad Fund: Visegrad Fellowship Program. Project № 62410031, “Marketing research consumer behaviour in the waste management system”, and by the budget of the Ministry of Education and Science of Ukraine (research topic 0123U100112 “Post-war recovery of the energy industry of Ukraine: Optimization of waste management taking into account the health of the population, environmental, investment, tax determinants”.
