How Resistance to Change Affects on Brand Loyalty in Consumables Market

Abstract

A search for the perfect ingredients to achieve brand loyal consumers has been popular focus in brand literature and studies have proposed numerous brand loyalty patterns. But how much of the brand loyalty is explained by resistance to change? As the typical human tendency is to strive for consistency and status quo rather than continuously look for new and alternative behavior it is likely that brand loyalty is partly explained by resistance to change. This paper empirically tests the role of resistance to change in brand loyalty in the consumables market. We test two models, first with brand satisfaction and brand trust as assumed antecedents of attitudinal and behavioral brand loyalty, and a second model in which resistance to change is added to explain attitudinal and behavioral brand loyalty. Attitudinal brand loyalty is considered as an antecedent to behavioral brand loyalty in both models.