The Impact of Business Name Changes in Branding and Customers' Perception: The Cases of Almacenes Viveroy Almacenes Ley Name Change to Almacenes Exito-Cartagena

Abstract:     
This study analyzes the impact of a brand name change in the forms of a business name change. Specifically the name change of a successful store in Cartagena de Indias Colombia is examined. Lopez and Benlloch (2005) argue that trademark/trade-name positively impacts the generation of confidence in the product sold and its quality. The study seeks to determine if customers relate the name changes with quality changes. This research analyzes the buyer perception of the name change to “Almacenes Vivero” and “Almacenes Ley” from “Almacenes Exito”. The results shows that even though both stores are in the same geographical area, the impact of these name changes are considerable.

Note: Downloadable document is in Spanish.

Number of Pages in PDF File: 18

Keywords: image, positioning, brand, retail, supermarket, hypermarket

JEL Classification: M20, M31

Accepted Paper Series