Network analyses of brand switching behavior

1996 ◽  
Vol 13 (5) ◽  
pp. 415-429 ◽  
Author(s):  
Dawn Iacobucci ◽  
Geraldine Henderson ◽  
Alberto Marcati ◽  
Jennifer Chang
Keyword(s):  
Switching Behavior ◽  
Network Analyses ◽  
Brand Switching

The Dynamics of Resistance to Brand Switching in the Smartphones Industry

2019 ◽  
pp. 179-209
Author(s):  
Dominic Appiah ◽  
Wilson Ozuem
Keyword(s):  
Brand Loyalty ◽  
Marketing Research ◽  
Business Environment ◽  
Switching Behavior ◽  
Psychological Benefits ◽  
Brand Relationships ◽  
Technological Revolution ◽  
Brand Switching ◽  
Social Meanings ◽  
The Impact

The impact of identity on brand loyalty has taken precedence as an area of focus in recent marketing research. This has taken place in an era defined by technological revolution, which has created market disruptions, and there are implications for customer-brand relationships. Nonetheless, existing research has failed to acknowledge the impact of socio-psychological attributes and functional utility maximization. Knowledge that illuminates how firms can reposition themselves to sustain brand loyalty when disruptions occur in today's complex and globalized business environment is also required. This study will present an empirical investigation into the phenomenon of brand switching behavior among consumers in a specific competitive market, the smartphone industry. It explores how resistance could be built from an identity theory perspective, as emphasis has historically been placed on the functional utility of products at the expense of social meanings. This study provides consideration for market disruptions in the smartphone industry and confirms that the literature does not capture other non-utilitarian factors such as socio-psychological benefits, hence there are underlying factors that motivate consumers to continue buying brands they buy.

Sales Promotional Strategies and Buying Behavior in an Emerging Market at the Post Recession Period

2016 ◽  
pp. 239-262
Author(s):  
Süphan Nasır ◽  
Esra Bal
Keyword(s):  
Emerging Market ◽  
Switching Behavior ◽  
Buying Behavior ◽  
Price Discount ◽  
Sales Promotions ◽  
Price Discounts ◽  
Product Trial ◽  
Brand Switching ◽  
Promotional Strategies ◽  
Recession Period

The aim of this study is to investigate the influence of sales promotional tools on consumer buying behavior in an emerging market at the post-recession period. This study assesses consumers' proneness to sales promotions and examines the effectiveness of four promotional tools that are premium offers, coupons, buy and get promotions, and price discounts on buying behavior in terms of brand switching, stockpiling, purchase acceleration, and product trial. The findings reveal that consumers are more prone to price discount and buy and get promotions, respectively. Among the four promotional tools, price discount is the most effective to influence product acceleration, brand switching, stockpiling, and product trial behavior respectively. However, there is no statistically significance difference between the effectiveness of premium offer and buy and get deals with regard to brand switching behavior, product acceleration, and product trail responses. In contrast, coupons are the least ineffective promotional tool in terms of generating all types of consumer response.

Why Switch? Product Category–Level Explanations for True Variety-Seeking Behavior

1996 ◽  
Vol 33 (3) ◽  
pp. 281-292 ◽  
Author(s):  
Hans C. M. Van Trijp ◽  
Wayne D. Hoyer ◽  
J. Jeffrey Inman
Keyword(s):  
Field Study ◽  
Individual Difference ◽  
Choice Behavior ◽  
Product Category ◽  
Switching Behavior ◽  
Variety Seeking ◽  
Brand Switching ◽  
Seeking Behavior ◽  
Key Issues ◽  
The Individual

The authors address two key issues that have received inadequate attention in the choice behavior literature on variety seeking. First, they explicitly separate true variety-seeking behavior (i.e., intrinsically motivated) from derived varied behavior (i.e., extrinsically motivated). Second, they hypothesize variety-seeking behavior to be a function of the individual difference characteristic of need for variety and product category–level characteristics that interact to determine the situations in which variety seeking is more likely to occur relative to repeat purchasing and derived varied behavior. The authors test their hypotheses in a field study of Dutch consumers, which assesses both the intensity of brand switching and the underlying motives for their switching behavior. Results support the importance of isolating variety switches from derived switches and of considering product category–level factors as an explanation for the occurrence of variety-seeking behavior.

A Probabilistic Choice Model for Market Segmentation and Elasticity Structure

1989 ◽  
Vol 26 (4) ◽  
pp. 379-390 ◽  
Author(s):  
Wagner A. Kamakura ◽  
Gary J. Russell
Keyword(s):  
Market Structure ◽  
Choice Model ◽  
Product Category ◽  
Switching Behavior ◽  
Brand Preference ◽  
Probabilistic Choice ◽  
National Brands ◽  
Brand Switching ◽  
Marketing Variables

Marketing scholars commonly characterize market structure by studying the patterns of substitution implied by brand switching. Though the approach is useful, it typically ignores the destabilizing role of marketing variables (e.g., price) in switching behavior. The authors propose a flexible choice model that partitions the market into consumer segments differing in both brand preference and price sensitivity. The result is a unified description of market structure that links the pattern of brand switching to the magnitudes of own- and cross-price elasticities. The approach is applied in a study of competition between national brands and private labels in one product category.

An intellectual journey into the historical evolution of marketing research in brand switching behavior – past, present and future

2015 ◽  
Vol 21 (2) ◽  
pp. 172-193 ◽  
Author(s):  
Osama Sam Al-Kwifi ◽  
Zafar U. Ahmed
Keyword(s):  
Historical Development ◽  
Service Providers ◽  
Common Factor ◽  
Marketing Research ◽  
Switching Behavior ◽  
Content Type ◽  
Secondary Sources ◽  
Brand Switching ◽  
Brand Attractiveness ◽  
The Impact

Purpose – The aim of this paper is to explore the historical development of brands and the development of literature on brand switching to define the antecedents that cause switching behavior among consumers and the impact of switching on market share of companies. Design/methodology/approach – The historical development of brands is tracked using different secondary sources. Then an intensive literature review is conducted on brand switching at the consumer and business levels. At each level, studies on brand switching are divided into several categories, such as household products, technological products and service providers, and the common factors behind switching for each category and between categories are determined. Findings – An examination of the historical development of brands shows that brands appeared on products a long time ago and evolved through a number of stages based on the economic and social environment. The literature reveals that no single model can explain brand switching behavior of consumers or businesses across different industries and products. Each study uses a specific set of factors to explain brand switching. However, brand attractiveness can be counted as the most common factor behind brand switching. Research limitations/implications – There is little understanding of the historical mutations of brand switching behavior and the influence of mutation on branding strategies. The study suggests that continuous exploration of consumer’s preferences is needed to create and sustain attractive brands. Practical implications – Managers increasingly recognize brands as one of the most valuable assets of an organization, and, therefore, an informed knowledge of the factors underpinning brand switching may help managers build attractive brands and prevent brand switching. This condition imposes significant challenges in a highly innovative environment, where technological changes can quickly make attractive brands obsolete. Originality/value – This paper highlights that the factors behind brand switching should be monitored constantly, even for the same brand, to define an appropriate strategy that helps sustain brand attractiveness.

scholarly journals Analisis Pengaruh Harga dan Brand Trust Terhadap Perilaku Peralihan Merk Lisptik Revlon Pada Mahasiswa

2021 ◽  
Vol 11 (2) ◽  
pp. 225
Author(s):  
Annur Fitri Hayati ◽  
Ridha Saputri
Keyword(s):  
Regression Analysis ◽  
Multiple Regression Analysis ◽  
Multiple Regression ◽  
Analytical Method ◽  
Sampling Technique ◽  
Switching Behavior ◽  
Primary Data ◽  
State University ◽  
Brand Trust ◽  
Brand Switching

The purpose of this study was to determine the effect of price and brand trust on the brand switching behavior of Revlon lipstick on students of the Faculty of Economics, Padang State University. This type of research is causative. The population in this study were students of the Faculty of Economics, Padang State University. The number of research samples based on William Cochran's formula was 100 people and selected using the Purposive Sampling technique. The data used is the type of primary data obtained through distributing questionnaires to students of the Faculty of Economics, Padang State University with predetermined criteria. The analytical method used is multiple regression analysis using SPSS 22. The results show that (1) Price has a significant effect on brand switching of Revlon lipsticks to other brands of lipstick, (2) Brand trust has no significant effect on brand switching of Revlon lipsticks to other brands of lipstick. , (3) price has a significant effect on brand switching of Revlon lipstick to another brand of lipstick, while brand trust has no significant effect on brand switching of Revlon lipstick to another brand of lipstick.

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