Abstract
This research aims to examine why consumers' brand switching behaviour happened, understand the critical factors behind brand switching in Hyderabad city, and illustrate the variables that significantly affect customer engagement in fashion clothing. Using a questionnaire, a survey was done with a public audience that included both men and females. A total of 199 people completed the survey. The outcome shows that just one independent variable has been validated following the hypothesis.The analysis did not approve the other four variables: brand image,attachment, word of mouth, and environmental effect. The current study proves that comparative advertisement plays a vital role in brand switching.
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