Brand Switching Research Articles

BRAND SIWTCHING INTENTION AMONG MALAYSIAN SMARTPHONE USERS: A PUSH-PULL-MOORING PERSPECTIVE

This study aims to investigate factors that lead to brand switching intention among Malaysian smartphone users, specifically using the Push-Pull-Mooring model. Push factors are understood as the negative factors that push people away from the original provider while pull factors are the positive factor that attract people towards a new provider. As for mooring factor, it includes the lifestyle, cultural and personal factors that affect the switching intention. The push factors included in the study are price and dissatisfaction. Meanwhile, mooring factors include variety seeking and social influence. On the other hand, attractiveness of alternative is considered as the pull factor for this study purpose. Quantitative approach through self-administered questionnaire is employed in this study. The targeted respondents are Generation Y smartphone users, and the survey was carried out in Kuala Lumpur. Data Analysis was done using IBM SPSS Statistic 24 and AMOS 22. The findings revealed that social influence and attractiveness of alternatives were the factors that highly affect the brand switching intention. Other factors which include price, dissatisfaction, and variety seeking were also found to be factors leading to the switching intention although their results are not as significant as compared to the other two. This study offers valuable insights to smartphone companies to better understand the factors that contribute to brand switching. It allows empowerment of the companies to further improve on various aspects and ultimately foster brand loyalty, which is vital for long-term success in the smartphone industry.

Deciphering consumer commitment: Exploring the dual influence of self‐brand and self‐group relationships

AbstractConsumer‐brand relationships are highly valued as brand‐committed consumers are thought to deliver many positive outcomes for affiliated brands. However, in addition to connections between individuals and brands, consumer‐brand relationships also involve relationships between individuals and other brand users. Little attention has been given to the potential consequences associated with commitment to other brand users as compared to the brand itself. Therefore, our framework establishes two distinct types of consumer‐brand relationships (i.e., self‐brand relationships vs. self‐group relationships) that differentially influence brand commitment versus group commitment, leading to contrasting effects on both desirable and undesirable brand outcomes. Specifically, our studies illuminate that while brand commitment is largely associated with favorable brand‐related outcomes, group commitment does not protect against brand switching and is negatively related to willingness to pay price premiums and positive word‐of‐mouth. Our main contribution is uncovering how consumer‐brand relationships face tradeoffs between brand and group attachments, whereby commitment provides both conditional benefits as well as unintended consequences.

Repercussion of the Price and the Trust on Brand Switching Through Customer Satisfaction on Indonesian Gadget User

Numerous of brands selection on smartphones makes customers have a tendency to choose products with different brands when making a repeat purchase. Purpose of this study was to analyze the repercussion of the price and the trust on Brand Switching through customer satisfaction. Research type is causal research. Population and sample in this study were 80 Indonesian gadget users. Analysis technique of the research is Partial Least Square (PLS). Findings of the study confirm that price and trust partially do not significantly influence customer satisfaction but partially significant effect on brand switching. The findings also sustain that customer satisfaction has a significant effect on brand switching.

CUSTOMER SATISFACTION AS A MEDIATOR OF PRICE AND SERVICE QUALITY IN SPA'S CUSTOMERS BRAND SWITCHING BEHAVIOR

This research aimed to identify the effects of customer satisfaction role as mediation of price and service quality to the brand switching on customers of Balqis Spa in Kediri. The research design was explanatory research. The total sample was about 130 respondents through the non-probability sampling method. The method of data collection was a questionnaire. In contrast, the data analysis methods in this research were descriptive analysis and inferential analysis through Partial Least Square (PLS) by exerting the Smart PLS 3.0 version, which aimed to examine the effects simultaneously and the partial effects among variables. The research findings show that the price directly affects the service quality and could directly and significantly affect brand switching. Customer satisfaction could fully mediate the relationship between price and brand switching. Moreover, customer satisfaction could partially mediate between the quality and brand switching for customers of Balqis Spa in Kediri. The future researcher can consider other variables outside the object in this study to increase the accuracy of the model that will be formed.

INFLUENCE OF PRODUCT ATTRIBUTES AND VARIETY SEEKING ON BRAND SWITCHING BEHAVIOR OF XIAOMI SMARTPHONE USERS

The high number of smartphone users in Indonesia has made the country a potential target market for smartphone companies. This makes consumers in this sector more selective in choosing a smartphone brand. This selective behavior of consumers is a sign that there can be brand switching behavior by consumers due to unfulfilled consumer needs and desires. This study aims to determine the effect of Product Attributes and Variety Seeking on Brand Switching Behavior of Xiaomi smartphone by UPN Veteran East Java students. This study uses a quantitative method using 81 people as a research sample. The number of respondents was determined using a non-probability sampling method with purposive sampling technique. The data collection method was carried out through conventional questionnaire distribution and measured using a Likert scale. The analytical tool used in this research is Partial Least Square (PLS). The results of this study indicate that the variables of product attributes and variety seeking have a significant influence on brand switching of Xiaomi smartphone brands by students of the National Development University "Veteran" East Java.

Longitudinal relationship between relative harm perceptions, beliefs about organic and additive-free tobacco, and cigarette brand switching among Natural American Spirit, Camel and Marlboro cigarette smokers

IntroductionWhile previous research has examined misperceptions related to Natural American Spirit (NAS), a premium cigarette brand using ‘natural’-themed marketing, the longitudinal relationship between NAS-related harm beliefs and switching to NAS...

Factors Influencing Consumer Preference Among Beverage Product Brands in Namibia

The primary purpose of conducting this study is to explore the factors that influence consumers’ preferences for beverage product brands in Namibia. The results of the study are useful in providing insights into the market characteristics of the Namibian beverage product brands and that of similar brands produced by other organizations for the Windhoek market. The scope of the study was delimited to the population domiciled in the Windhoek area; as such, the results may not be reflective of the general situation in Namibia because the factors that act in an urban setting may be fundamentally different from those that act in rural settings. This is because the sociology, economic, regional identity, and self-image dynamics of the rural settings are fundamentally different from those in the urban setting. As such, the interaction of the same factors in different sociological and economic environments and where individual perspectives for self-image and prestige are dissimilar can yield completely different results. Furthermore, the study recognizes that Namibia produces many different beverages, but in this study, the investigations were focused on alcoholic brands only. The study revealed that customers always stick to their beer brand. The study revealed there is a relationship between price, taste, packaging and quality, and promotion. The findings also revealed contradictory responses on factors that influence brand switching, where it was revealed that better quality and taste of one’s favorite brand have significant effects on brand choices. Also, the findings show that customers do not switch brands because of advertisements for other brands. Advertising induces brand switching but does not affect the repeat purchase rates of consumers who have just purchased the brand; but is inconsistent with respondents’ responses on advertisements as one of the influential factors on consumer preference where they responded that it is an important factor that influences brand choice. These inconsistent responses in price and advertisement can be interpreted that many customers are satisfied with their favorite brands, and therefore a change of price or advertisements of other brands cannot drive them to switch to other brands. Finally, introducing new brands in the market showed to have a significant impact on brand switching, but this switching does not last long because the switching is meant only for testing the quality of newly introduced brands. Price, flavour, special promotions, packaging and quality, and advertising are crucial factors in beer purchasers’ brand choice selections, according to a study. Breweries should pay adequate attention to these factors in their production processes and marketing plans and strategies to promote them well. Managers of brands should invest in frequent advertising to reduce brand switching and retain customers. Maintaining brand quality and advertising it frequently will keep customers buying the same brand.

Exploring the Relationship between Brand Switching and Integrated Marketing Communication in the Apparel Industry of Pakistan

In today's economic and technological advancements era, accelerated technological innovations create business and marketing opportunities. Due to this, there is a need to better align the strategies of the companies with respect to the external environment. To do this, companies need to understand integrated marketing communication. The study focuses on integrated marketing communication and brand switching. The apparel and clothing industry of Pakistan has been taken into account. Three dependent variables have been taken: advertising, personal media and sales promotion. Brand switching has been treated as an independent variable. Besides this, consumer behavior has been taken as moderating variable. The study belongs to the quantitative research methodology. A survey method has been used, and a questionnaire has been designed to gather information. Furthermore, 80 respondents have been taken into this study. The questionnaire has been made on a 5-point Likert scale. A judgmental sampling technique has been used to find the respondents. Pearson correlation tests have been conducted on the variables. The results showed that brand switching has a positive relationship with other variables. Future research is needed to gain insights into Integrated Marketing Communication (IMC)

Does switching brands matter? Complications associated with switching between phenobarbital brands in two dogs with idiopathic epilepsy

AbstractSwitching between brands of the same antiseizure medication has been associated with a loss of epileptic seizure control in people. No such reports are available in the veterinary literature. Here, we describe two cases in which client‐owned dogs with idiopathic epilepsy experienced complications following phenobarbital brand switch, despite no change in the administered dosage. Both dogs had been on treatment with oral phenobarbital for at least 23 months without complications. Following brand switching, one dog became markedly sedated, ataxic and anorexic, and the other dog experienced severe cluster seizures. The measured serum phenobarbital concentrations were significantly altered from the previously measured pre‐brand switching concentrations. Echoing what has been described in human medicine, these cases suggest that therapeutic complications can occur when switching phenobarbital brand in chronically treated dogs with idiopathic epilepsy. Such complications should be considered when modulating antiseizure treatment in dogs. The exact cause for the resulting complications is unclear.

Have you been falling in love?: An analysis of coffee shop brand love in Thailand

ABSTRACT This study examines the relationship between brand love and brand happiness, and further examines the relationships between brand happiness, willingness-to-pay premium price, switching behavior, brand evangelism, and brand forgiveness. The proposed conceptual model and the accompanying hypothesized relationships were put to the test using structural equation modeling (SEM) in accordance with the two-step modeling approach. A self-administered online survey was employed to collect data from 564 customers who had experience with the Starbucks brand in Thailand. The findings of this study showed that brand love positively influences customers’ brand happiness. Moreover, brand happiness positively influences customers’ willingness-to-pay premium prices, brand evangelism, and brand forgiveness. However, the relationship between brand happiness and switching behavior was not significant. The research has implications regarding the consequences of brand love and recommends implications for coffee shop branding strategy.

The mediating role of electronic Word of Mouth (E-WOM) in testing the effect of celebrities on the consumer’s decision to Brand Switching: An applied study on YouTube app users in Mansoura city

The mediating role of electronic Word of Mouth (E-WOM) in testing the effect of celebrities on the consumer’s decision to Brand Switching: An applied study on YouTube app users in Mansoura city

Evaluation of the Smartphones Characteristics Affecting the Brand Switching: Applied on the Egyptian Consumers

Evaluation of the Smartphones Characteristics Affecting the Brand Switching: Applied on the Egyptian Consumers

Pengaruh Lifestyle, Kelompok Referensi, Atribut Produk terhadap Keputusan Perpindahan Merek

Partially liftstyle has a positive and significant effect on brand switching with a calculated tvalue of 2.944 >ttable of 1.98 and a significant value of 0.004 <0.05. Partially the reference group has a positive and significant effect on brand switching with a tcount of 4.127 >ttable of 1.98 and a significant value of 0.000<0.05. Partially product attributes have no effect on brand switching with a t-value of 1.110<t-table of 1.98 and a significant value of 0.270>0.05. Simultaneously lifestyle, reference groups and product attributes have a positive and significant effect on brand switching with an Fcount of 87.221>Ftable of 2.70 and a significant value of 0.000<0.05. Then the hypothesis is accepted. The R2 test results in this study obtained an R2 value of 0.740. This shows that the influence of the independent variable on the dependent variable is 74%, while the remaining 26% is influenced by other factors not examined in this study.

Selection Interface for Promoting User Selection Diversity by Presenting Positive/Negative Review Text and Video to Evoke Product Impression and User Emotion

In recent years, unintentional bias in user selection has hindered the growth of information device interfaces and algorithms. To address this problem, it is essential to clarify the factors that influence a user’s selection bias and to design methods that diversify the user selection without bias. This study focused on the positivity and negativity of reviews and videos as factors that influence a user’s selection bias and investigated whether viewing them increases or decreases a user’s selection diversity. Based on the results, we aimed to show effective methods for improving a user’s selection diversity by evoking a user’s product impression through a review presentation and by evoking a user’s emotion through a video presentation. This study drew inspiration from the broaden-and-build theory, which suggests that exposure to positive or negative information can impact an individual’s selection diversity. In this study, we implemented a smartphone application for online product purchase for an experimental task in which individuals repeatedly selected one of five different drinks. Two experiments were conducted to investigate the effect of reviews and videos on user selection. Experiment 1 showed that viewing positive reviews promoted diversity in a user selection and that both positive and negative reviews promoted brand switching (i.e., selecting different products in a consecutive selection). Experiment 2 indicated that watching a negative video potentially decreased a user’s selection diversity. Our study is helpful for understanding the effect of viewing reviews and videos on user selection and for designing interfaces that promote diverse user selection.

Switching costs in the US seed industry: Technology adoption and welfare impacts

We evaluate the role of brand and technology switching costs in the US soybean seed industry using a unique dataset of actual seed purchases by about 28,000 farmers from 1996 to 2016. Using a random coefficients logit model of demand, we estimate brand and technology switching costs, characterize the distributions of buyers’ willingness to pay for seed brands and the glyphosate tolerance (GT) trait, and assess the implications of brand and technology switching costs for farmers’ welfare, technology adoption, firm profits, and firm market shares. We find that farmers are willing to pay large premiums for brand labels, and even larger premiums for the GT trait, although there is considerable heterogeneity in these values. Switching costs play an important role in the soybean seed industry. Eliminating these costs would significantly increase buyers’ welfare, reduce seed prices and firm profits, decrease adoption of the GT trait, and impact industry consolidation by expanding smaller firms’ market shares.

Is Switching of Adrenaline Auto Injector Devices a Concern for Anaphylaxis Management? A CROSS-Sectional Study

Adrenaline auto injectors (AAI) are the mainstay of treatment in anaphylaxis. However, many caregivers of children with food allergies are unable to administer an AAI when assessed. One proposed factor for this finding is the lack of training and familiarity of the different AAI devices. The aim of this study is to explore the usage of different brands of adrenaline auto-injectors among caregivers of children with food allergies in Ireland. A cross-sectional study method was employed using an online questionnaire. An amount of 121 (75.58%) caregivers reported that their child carried an Epipen®, 25 (15.82%) carried Jext®, and 12 (7.59%) carried Anapen®. An amount of 48.73% (n = 77) of caregivers had switched brands of AAI at least once before, with lack of availability of their usual device at their pharmacy being the most common reason for this. Factors associated with change were a household income >100,000 € (70% vs. 44.9% of those with less income; p = 0.04) and parents ≥40 years old (59.6% vs. 32.8% of patients whose parents younger; p < 0.01). When asked what they preferred about a particular AAI brand, caregivers appreciated a simple design with minimal steps involved in administration, clear colour coding, online resources, formal training from a healthcare professional, and first-hand experience in using the AAI. These findings show, for the first time, that switching brands is a common occurrence among caregivers of children with food allergies. These findings support the EAACI recommendation to train parents regularly in all available brands of AAI and to retrain parents when switching to different devices.

Triggering brand switching in online stores: The effectiveness of recommendations for private labels versus national brands

As consumers increasingly shift toward online grocery shopping, reconsiderations of traditional marketing tactics become necessary, both to test whether they remain applicable online and to find new options that are specific to online channels. One such novel tactic might entail recommending private-label alternatives for products that consumers have added to their shopping carts. Three experiments indicate that when consumers receive recommendations to switch out a chosen brand for an alternative, they are more likely to switch if the recommended product is a private-label rather than national brand. The recommendations seemingly serve as quality signals, and private-label offerings have more to gain from such quality signals than national brands. This effect is prominent for consumers with low brand loyalty levels; it becomes attenuated for very brand loyal consumers though.

Assessing brand switching level and behaviour of growing-up milk products in Java: A structural equation modeling and multigroup analysis

The biggest consumers of dairy products for children aged 1–3 years, which are referred to as growing-up milk (GUM), come from the middle and lower socioeconomic classes. More than 90% of Indonesians belong to this segment. In 2020, the proportion of the population living in rural and urban areas will be almost equal, namely 43.3% and 56.7%, respectively. Understanding brand switching behavior is essential to enabling GUM manufacturers to stay in business and thrive by retaining loyal customers. The aims of this study are (i) to assess the level of brand switching; (ii) to examine the determinant factors of brand switching behavior; and (iii) to compare the brand switching behavior of GUM consumers in rural and urban areas of middle and lower socioeconomic classes in Java. The research was conducted in 4 sub-districts in 2 provinces (East Java and D.I. Yogyakarta) using a guided interview method with a questionnaire. Research respondents were 419 consumers of GUM, and they were selected using the purposive sampling method. Data analysis used partial least squares - structural equation modeling (PLS-SEM) and multigroup analysis (MGA). The study found that the level of brand switching among GUM consumers in Java is 57%, which is considered high. The most important factor that influences the brand switching behavior of GUM consumers in Java's middle and lower socioeconomic classes is bad prior experiences, followed by variety seeking, bad product attributes, and customer dissatisfaction. A defective product is the most reflective indicator of a bad prior experience. There is no difference in brand switching behavior between rural and urban consumers in Java from the middle to lower socioeconomic classes. Therefore, GUM manufacturers are allowed to adopt the same marketing strategy to increase efficiency.

Exploring the Relationship between Social Media Marketing and Consumer Brand Switching Decision

The current study emphasized the correlation between consumer decisions and social media marketing (SMM) regarding switching brands within a certain sector. As per the study, social media advertising is the most important factor for firms to raise brand recognition. Businesses may efficiently encourage their items on online platforms while grabbing consumers' attention. To perform the study effectively, the author, in this case, included previous research in the literature review. The significance of brand switching, engagement, electronic word of mouth (e-WOM), and advertising is addressed in this study as it relates to SMM and customer-based brand-switching decisions. Online or social media platforms now play a critical role in determining customer views and preferences, giving businesses previously unheard-of chances to interact with their target market. The study sheds light on how these social media interactions impact customer brand loyalty and brand-switching decisions. The study, based on quantitative analysis of consumer and engagement metrics from social media to meet our goals, offers a more inclusive knowledge of the overall link amid the factors that were found. Findings show a favourable correlation between the activity of social media and loyalty to the brand among consumers. Social media users that interact with a brand more regularly have higher brand loyalty, lowering the likelihood of transferring brands. e-WOM also significantly impacts how people choose which brands to buy. Brand loyalty is considerably increased by positive e-WOM spread via social media platforms, and the chance of brand switching is decreased. Additionally, the study explores how different advertising formats and strategies alter consumer perceptions, which has influenced their brand loyalty and switching behaviour over the years. This is done on the topic of brand switching by customers. In conclusion, the current study offers important new perspectives on how social media marketing is developing and how it affects brand choice.

Facts or belief: examining the effect of the cognitive dissonance on brand switching, purchase regret and satisfaction level

Purpose This study aims to investigate the relative impacts of the cognitive dissonance on brand switching (BS) and satisfaction level (SAT) by considering the mediation role of purchase regret (PRG) in these relationships in an online shopping context. Design/methodology/approach The data was collected from 354 participants, and structural equation modeling and mediation analysis were conducted to test the conceptual model hypotheses. Findings The findings revealed that the cognitive dissonance positively affects PRG. Also, the study indicated a negative and nonsignificant relationship between cognitive dissonance and SAT and a negative significant relationship between cognitive dissonance and BS. In addition, a positive and significant correlation was found between PRG and BS. Furthermore, the results revealed that PRG mediates the relationship between cognitive dissonance and SAT. Originality/value This research provides a novel contribution by examining the impact of the cognitive dissonance on BS and SAT and uncovering the underlying mechanism of how and under what conditions cognitive dissonance promotes BS and SAT in an online shopping context.