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.

Why do consumers switch brands?

2015 ◽  
Vol 31 (11) ◽  
pp. 21-23
Keyword(s):  
Design Methodology ◽  
Reading Time ◽  
Common Factor ◽  
Switching Behavior ◽  
Single Model ◽  
Content Type ◽  
Brand Switching ◽  
Pertinent Information ◽  
Brand Attractiveness ◽  
Practical Implications

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.

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.

Intentionality attributions and humiliation

2014 ◽  
Vol 48 (5/6) ◽  
pp. 901-923 ◽  
Author(s):  
Concepción Varela-Neira ◽  
Rodolfo Vázquez-Casielles ◽  
Víctor Iglesias
Keyword(s):  
Service Providers ◽  
Negative Emotion ◽  
Service Failure ◽  
Switching Behavior ◽  
Content Type ◽  
Complaint Behavior ◽  
The Impact ◽  
The Relationship ◽  
Practical Implications

Purpose – This paper aims to determine whether intentionality attributions have an effect on the customer’s complaint and switching behavior after a service failure, after accounting for the effects of the traditional dimensions of attribution (stability and controllability), and to examine whether intentionality attributions give rise to humiliation and to what degree this negative emotion enables us to understand the customer’s complaint and switching behavior after a service failure. Design/methodology/approach – A contribution of this investigation is that it studies real complaint and switching behaviors, as the few studies that focus on understanding customers’ complaint and defection behaviors mostly analyze customers’ intentions. Findings – The results of the study indicate that intentionality attributions have an effect on the customer’s switching behavior after a service failure, in addition to the impact of the traditional dimensions of attribution. The findings also show that humiliation is the emotion that mediates the relationship between intentionality attributions and switching behavior, opposite to other emotions that may also be related to attributions. Finally, the results also support that the effect of attribution of intentionality on complaint behavior is indirect; it only exists because attribution of intentionality influences negative emotions like humiliation, which in turn influences complaint behavior. Practical implications – To understand what makes customers complain after a service failure or switch service providers without giving them first the possibility of recovering the failure may help managers reduce the damage caused by the failure and increase the company’s profits. Originality/value – This study will try to contribute to the service failure research by analyzing the role of two variables that have not been analyzed before in this context: intentionality attribution and humiliation.

Consumers’ switching motivations and intention in the case of bank mergers: a cross-cultural study

2017 ◽  
Vol 35 (2) ◽  
pp. 254-274 ◽  
Author(s):  
Maya F. Farah
Keyword(s):  
Banking Sector ◽  
Service Providers ◽  
Critical Role ◽  
Real Life ◽  
Retail Banking ◽  
Cross Cultural ◽  
Switching Behavior ◽  
Content Type ◽  
Consumer Switching ◽  
The Impact

Purpose The purpose of this paper is to analyze consumer switching behavior, which in the retail banking sector is of outmost importance, particularly during financial crises and in their ensuing consolidation pressures. Moreover, research indicates that cultural values play a critical role in determining a customer’s likelihood to switch the service provider. The theory of planned behavior offers a comprehensive theoretical framework for an understanding of this behavior. Its application implies that switching is influenced not only by one’s attitudes toward changing banking service providers, but also by the merger situation at hand, the influence of significant others, and whether the switching decision is under one’s behavioral control. Design/methodology/approach This paper scrutinizes the merger between Lloyds TSB and Halifax Bank of Scotland in the Spanish market, with a focus on the differences between British and Spanish consumers. In all, 30 face-to-face exploratory interviews were conducted with a sample of customers from both nationalities selected through a purposive sampling technique. Findings The results indicate that the switching behavior within the banking sector is largely determined by one’s cultural background. While individualistic consumers are more prone to switch banks, collectivist consumers are highly risk averse and are unwilling to lose the established relations with a bank’s personnel. These particular characteristics make them unlikely to switch banks irrespective of a merger and its related consequences. Originality/value This paper examines the impact of cross-cultural differences on consumer switching motivations and intentions in the particular case of a real-life banks’ merger.

scholarly journals Disruptive Technology in the Smartphones Industry

2019 ◽  
pp. 351-371
Author(s):  
Dominic Appiah ◽  
Wilson Ozuem ◽  
Kerry E. Howell
Keyword(s):  
Brand Loyalty ◽  
Marketing Research ◽  
Business Environment ◽  
Switching Behavior ◽  
Disruptive Technology ◽  
Psychological Benefits ◽  
Brand Relationships ◽  
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 occurred 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. The chapter presents an empirical investigation into the phenomenon of brand switching behavior among consumers in a specific competitive market, particularly in 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 chapter provides consideration for market disruptions in the smartphone industry. It 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.

Reducing transportation emissions

2016 ◽  
Vol 23 (3) ◽  
pp. 674-703 ◽  
Author(s):  
Henrik Pålsson ◽  
Ola Johansson
Keyword(s):  
Service Providers ◽  
Freight Transportation ◽  
Industrial Sector ◽  
Content Type ◽  
Logistics Service Providers ◽  
Minor Influence ◽  
Transportation Emissions ◽  
Reduce Emissions ◽  
The Impact ◽  
Practical Implications

Purpose – The purpose of this paper is to examine the intention of companies to reduce transportation emissions by 2020 and the barriers and the discriminating factors that affect the reduction. Design/methodology/approach – A literature review identified potential logistical and technical actions and their barriers, and discriminating factors for reducing transportation emissions. A survey of freight transport-intensive industries in Sweden examined the effects of, intention for implementation of and barriers to 12 actions to reduce CO2 emissions from freight transportation. In total, 172 logistics managers responded, representing a response rate of 40.3 per cent. Findings – Logistics service providers (LSPs) and freight owners are likely to reduce a considerable amount of CO2 emissions from freight transportation by 2020 using a combination of actions. The lowest level of confidence was for reducing CO2 emissions by changing logistics structures, while there was greater confidence by means of operational changes. The actions have few barriers, but there is often a combination of barriers to overcome. Three discriminating factors influence the intention of a firm to reduce transportation emissions: perceived potential, company size and LSP/freight owner. The industrial sector of a freight owner has minor influence. Companies that are particularly likely to reduce emissions are LSPs, large companies, and those that perceive a large reduction potential. Research limitations/implications – Logistical and technical barriers appear to hinder companies from implementing actions, while organisational barriers and external prerequisites do not. Barriers cannot be used to predict companies’ intentions to reduce transportation emissions. The authors examined the impact of three discriminating factors on reduction of transportation emissions. The research is based on perceptions of well-informed managers and on companies in Sweden. Practical implications – The findings can be used by managers to identify firms for benchmarking initiatives and emissions-reducing strategies. Originality/value – The study provides insights into intended CO2 reductions in transportation by 2020. It presents new knowledge regarding barriers and discriminating factors for implementing actions to reduce transportation emissions.

FATCA violation underlies latest US tax and securities fraud charges

2015 ◽  
Vol 16 (1) ◽  
pp. 74-76
Author(s):  
Miriam Fisher ◽  
Brian McManus
Keyword(s):  
Law Enforcement ◽  
Service Providers ◽  
Task Force ◽  
Tax Compliance ◽  
Financial Fraud ◽  
Securities Fraud ◽  
Content Type ◽  
The Impact ◽  
First Time ◽  
Practical Implications

Purpose – To explain the details and implications of a September 9, 2014 federal indictment, US v. Robert Bandfield, the first time a Foreign Account Tax Compliance Act (FATCA) violation has been charged as an “overt act” in furtherance of a tax conspiracy and securities fraud. Design/methodology/approach – Provides background, including the enactment of FATCA and the details of the indictment; describes an undercover investigation conducted by President Obama’s Financial Fraud Enforcement Task Force; and discusses the warnings this indictment sends to the global financial community. Findings – The indictment confirms the coordinated and aggressive tactics US law enforcement is now employing to investigate and prosecute offshore financial fraud. Practical implications – Banks and financial service providers need to be aware of the impact of enhanced US regulatory obligations and implement appropriate compliance measures. These institutions must also remain sensitive to risks presented by unscrupulous customers. Finally, they must be ready to manage appropriately information-gathering and investigatory inquiries originating with US authorities. Originality/value – Practical guidance from experienced tax controversy lawyers.

Digital technologies in micro and small enterprise: evidence from Uganda's informal sector during the COVID-19 pandemic

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Saadat Nakyejwe Lubowa Kimuli ◽  
Kasimu Sendawula ◽  
Shakilah Nagujja
Keyword(s):  
Informal Sector ◽  
Service Providers ◽  
Digital Technologies ◽  
Business Owners ◽  
Sustainable Growth ◽  
Small Enterprise ◽  
Content Type ◽  
Digital Service ◽  
Business Operations ◽  
The Impact

PurposeThe purpose of the study was to explore the intention of micro and small enterprises’ (MSEs) owners to adopt digital technologies as a strategy to catalyze sustainable growth of Uganda's economy.Design/methodology/approachThis study adopted a qualitative, multi-case design. The unit of inquiry consisted of business owners operating in St. Balikuddembe Market, Kampala, Uganda. They were interrogated to explore their intention to adopt digital technologies during the total lockdown as a strategy to sustainably operate their businesses.FindingsA total of four major themes emerged from the data analysis process and these are the impact of coronavirus disease 2019 (COVID-19) on business operations, awareness of digital technologies, usage of digital technologies and intention to use more digital technologies.Practical implicationsThe findings of the study shed light on what policymakers, digital service providers and business owners can do to improve uptake of digital technologies among MSEs in Uganda.Originality/valueThis study contributes to the extant literature on digital technologies in MSEs using evidence from Uganda's informal sector. The results of the study may catalyze uptake of digital technologies as policymakers and digital service providers will devise appropriate strategies that will enable business owners to integrate these technologies into their business operations.

When service providers fail: outsourcing help and consumer attitudes

2018 ◽  
Vol 39 (5) ◽  
pp. 22-30
Author(s):  
Aaron Gazley ◽  
Hamish Simmonds
Keyword(s):  
Design Methodology ◽  
Service Providers ◽  
Home Country ◽  
Service Failure ◽  
Service Recovery ◽  
Content Type ◽  
Consumer Ethnocentrism ◽  
The Impact ◽  
Practical Implications ◽  
Delivery Channel

Purpose The purpose of this paper is to investigate the effect of outsourcing and offshoring on brand loyalty in a service recovery context. In addition, the effect that consumer ethnocentrism has on these relationships is examined. Design/methodology/approach An experiment was designed using a series of service recovery scenarios that manipulated whether the recovery effort was conducted by an in-house/outsourced or local/offshored party. Findings The study shows that while outsourcing service recovery within the home country has no effect on loyalty, outsourcing to an offshore location does. In addition, the effect of offshoring of loyalty is greater for consumers who hold ethnocentric tendencies. Practical implications This research suggests the need to consider the delivery channel of service recovery to recover a service failure and retain customer loyalty. The results show that outsourcing within a local country may be effective, but the risks associated with offshoring are much greater. Originality/value Despite previous attempts to understand outsourcing and offshoring in a range of service scenarios, their role in service recovery is not well understood. Similarly, the impact that ethnocentrism might have on this process is overlooked. This paper therefore responds to calls within business theory, practice and consults for further study in this under-researched area.

Impact of regulatory announcements on systemic risk in the Indian telecom sector

2018 ◽  
Vol 13 (5) ◽  
pp. 1395-1416 ◽  
Author(s):  
Sushma Priyadarsini Yalla ◽  
Som Sekhar Bhattacharyya ◽  
Karuna Jain
Keyword(s):  
Risk Premium ◽  
Systemic Risk ◽  
Service Providers ◽  
Policy Makers ◽  
Content Type ◽  
Risk Premiums ◽  
Buffering Hypothesis ◽  
Research Findings ◽  
Telecom Sector ◽  
The Impact

Purpose Post 1991, given the advent of liberalization and economic reforms, the Indian telecom sector witnessed a remarkable growth in terms of subscriber base and reduced competitive tariff among the service providers. The purpose of this paper is to estimate the impact of regulatory announcements on systemic risk among the Indian telecom firms. Design/methodology/approach This study employed a two-step methodology to measure the impact of regulatory announcements on systemic risk. In the first step, CAPM along with the Kalman filter was used to estimate the daily β (systemic risk). In the second step, event study methodology was used to assess the impact of regulatory announcements on daily β derived from the first step. Findings The results of this study indicate that regulatory announcements did impact systemic risk among telecom firms. The study also found that regulatory announcements either increased or decreased systemic risk, depending upon the type of regulatory announcements. Further, this study estimated the market-perceived regulatory risk premiums for individual telecom firms. Research limitations/implications The regulatory risk premium was either positive or negative, depending upon the different types of regulatory announcements for the telecom sector firms. Thus, this study contributes to the theory of literature by testing the buffering hypothesis in the context of Indian telecom firms. Practical implications The study findings will be useful for investors and policy-makers to estimate the regulatory risk premium as and when there is an anticipated regulatory announcement in the Indian telecom sector. Originality/value This is one of the first research studies in exploring regulatory risk among the Indian telecom firms. The research findings indicate that regulatory risk does exist in the telecom firms of India.

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