Why do consumers switch brands?

Abstract

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – Consumers and suppliers claim different perceptions of the determinants of brand switching. Determining what makes a brand attractive is therefore a critical matter when defining the appropriate strategy to prevent market share from eroding. It appears that no single model can explain consumers’ or businesses’ brand switching behavior across different industries and products. However, brand attractiveness can be counted as the most common factor behind brand switching. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.