scholarly journals PENGARUH KETIDAKPUASAN KONSUMEN, KARAKTERISTIK KATEGORI PRODUK, DAN KEBUTUHAN MENCARI VARIASI TERHADAP KEPUTUSAN PERPINDAHAN MEREK

2010 ◽  
Vol 6 (2) ◽  
Author(s):  
Wiwik Retnaningsih
Keyword(s):  
Brand Loyalty ◽  
Product Category ◽  
Switching Behavior ◽  
Future Research ◽  
Variety Seeking ◽  
Customer Interaction ◽  
Brand Switching ◽  
Alternative Perspective ◽  
Customer Dissatisfaction ◽  
The Impact

The objective of this study is to examine the partial and simultaneous effects of customer dissatisfaction, characteristics of product category, and variety-seeking needs on brand switching behavior. This study has tested the impact of the variety-seeking needs as a moderating variable on brand switching behavior and provided an alternative perspective on the concept of consumers’ brand loyalty. The brand switching approach can be very helpful in resolving problem and decision making related to brand loyalty reinforcement. The results show two important findings. Firstly, the customer dissatisfaction and variety-seeking needs were significantly related to brand switching behavior, but the impact of characteristics of product category itself on brand switching behavior was not significant. Secondly, the variety-seeking needs moderated the effects of customer dissatisfaction and characteristics of product category on brand switching behaviors. Some implication for future research are identified, including the choice of products as research objects, dissatisfaction constructs, and the importance of inter-customer interaction issues. Keyword :       brand switching, customer dissatisfaction, characteristic products, variety-seeking, involvement

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.

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.

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.

scholarly journals THE IMPACT OF SOCIAL MEDIA MARKETING ON BRAND LOYALTY: THE MODERATING ROLE OF WORD OF MOUTH

2015 ◽  
Vol 03 (02) ◽  
pp. 60-67
Author(s):  
Ayesha Tariq ◽  
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Word Of Mouth ◽  
Social Media Marketing ◽  
Future Research ◽  
Marketing Practice ◽  
Mediating Role ◽  
Customer Interaction ◽  
The Impact ◽  
Moderating Role

This study is based on such customers who follow at least one brand on the social media in Pakistan. The data was collected through a structured questionnaire from the university students of Pakistan. The results showed that the brand loyalty of the customers is affected in a positive manner when the brand has presence on various platforms of social media. It has been found that customer interaction has a fully mediating role in social media marketing and brand loyalty. Also, the word of mouth has no moderating role on the relationship between customer interaction and brand loyalty. The implications for marketing practice and future research are also discussed.

Factors Influencing Brand Switching Behavior: Role Of Variety Seeking Need As Moderator Variable

2018 ◽  
Vol 1 (2) ◽  
Author(s):  
SHEILA FEBIASTUTI ◽  
ALISA TRI NAWARINI
Keyword(s):  
Data Analysis ◽  
Product Category ◽  
Positive Influence ◽  
Switching Behavior ◽  
Interval Estimate ◽  
Marketing Manager ◽  
Variety Seeking ◽  
Brand Switching ◽  
Perceived Price

The aims of research were to analyze the effect of dissatisfaction as well as characteristic ofproduct category on brand switching, to analyze the moderating role of variety seeking needon the causal relationship between dissatisfaction as well as characteristic of productcategory and brand switching, and so to analyze the direct effect of perceived price as wellas competitors’ promotion on brand switching. Type of this research uses survey. Populationof this research was all customers of smartphone in Purbalingga who ever use the Samsungbrand and they switch to another brand of smartphone product which the number isuncertainty. Sampling technique of this study used interval estimate technique and theopinion by Hair et al., so it could be determined that sample size within study was 150respondents. Furthermore, technique data analysis of this study used Structural EquationModel (SEM) analysis. Based on the result of data analysis, it could be concluded thatdissatisfaction as well as characteristics of product category has a positive influence onbrand switching, need of variety seeking no moderates the influence of dissatisfaction aswell as characteristics of product category on brand switching, and perceived price toanother brand as well as competitors’ promotion has a positive influence on brand switching.Refers to these conclusions, it could be implied that in order to minimize its customers’brand switching behavior, marketing manager of Samsung smartphone products needs tomake priority on marketing policy to address the customer dissatisfaction, characteristic ofproduct category, need of variety seeking, perceived price and competitors’ promotionpolicies. The ways can be done by decrease the several risks are faced by Samsungsmartphone users and always to follow up the customers’ complaints related to theproblems or error of the Samsung smartphone product quickly and accurately, create thespecific products of smartphone which cannot be imitated by competitors, apply the productdiversification strategy through modifying existing products or adding the new product basedon price levels and target market segmentation, make the various technological innovationsto improve the quality and usefulness of smartphone products in accordance with thechanging needs, desires and consumers’ preferences, set price of Samsung smartphoneproducts that are cheaper than price of competitors’ smartphone products with still maintainthe quality and benefits of Samsung smartphone products, and build the brand image of“SAMSUNG”, and always maintain and strengthen the quality of long-term marketingrelationships with its customers to keep them from being influenced by the promotionalprograms of competitors’ product or brand.

scholarly journals Brand Loyalty versus Brand Switching: Revisiting the Concept from Young Consumers’ Perspective

2019 ◽  
Vol 8 (2) ◽  
pp. 129-154
Author(s):  
Aasir Ali ◽  
Arshad Khushi Muhammad ◽  
Muhammad Shahid Rasheed ◽  
Rab Nawaz Lodhi
Keyword(s):  
Social Influence ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Sales Promotion ◽  
Switching Behavior ◽  
Equation Modeling ◽  
Survey Method ◽  
Variety Seeking ◽  
Brand Switching ◽  
Young Consumers

Over the years, the usage of smartphoneshas burgeoned worldwide. However, it is noteworthy that with this multiplied usage and popularity of smartphones,most of the consumers demonstrateerratic behavior in the selection oftheir preferred brand. Therefore,in order to understand this phenomenon further, this study wasconducted in Pakistan to examine the brand switching behavior of young consumers in the smartphoneindustry.For the purpose of this study, a theoretical framework marks out the relationships between social influence, sales promotion, variety seeking and brand switching. Themethodologyadopted for thisstudy comprised of a quantitative researchdesign,followingapositivistic research paradigm. A sample of 500 young smartphone users from the population of major cities of Pakistan was approached using purposive-sampling method,from which 482 responses were acknowledged. The data was collected via the survey method,following close ended questionnaires. The data was then analyzedby applying the structural equation modeling technique. The research findings filled in theresearch gaps by revealing apositive relationshipbetweensocial influences, variety seekingand sales promotion onbrand switching. However,brand loyalty was found to have a significantunfavorableimpacton these relationships. Brand loyalty weakens the relationship of social influence, variety seeking and salespromotion with brand switching.Hence, the presence of brand loyalty restrictsconsumers from switching theirsmartphone brand due to the influenceof the above mentionedfactors.

Can Advertising Copy Make FSI Coupons More Effective?

1997 ◽  
Vol 34 (4) ◽  
pp. 473-484 ◽  
Author(s):  
France Leclerc ◽  
John D. C. Little
Keyword(s):  
Brand Loyalty ◽  
Laboratory Experiments ◽  
Product Category ◽  
Consumer Attitudes ◽  
Separate Analysis ◽  
Free Standing ◽  
Packaged Goods ◽  
Print Advertisement ◽  
Per Se ◽  
The Impact

Packaged goods manufacturers distribute cents-off coupons in freestanding inserts (FSIs) in newspapers. Free-standing insert coupons are typically composed of two parts: the coupon per se and a print advertisement. Using two laboratory experiments and a separate analysis of coupon measurements from scanner panels, the authors investigate whether the content of the print advertisement influences the effectiveness of the coupon. Theoretical arguments suggest that the impact on consumer attitudes will depend on the executional cues of the copy, the brand loyalty of the consumers, and the consumer's involvement with the product category. The results support the theoretical framework and suggest that it is possible to make FSI coupons more effective by choosing appropriate executional cues for their advertising copy.

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 PENGARUH PRICE DISCOUNT, BONUS PACK, DAN VARIETY SEEKING TERHADAP BRAND SWITCHING SUSU ANLENE KE MEREK LAIN DI FOODMART BASKO GRAND MALL PADANG

Jurnal Ecogen ◽  
2018 ◽  
Vol 1 (2) ◽  
pp. 416
Author(s):  
Desi Wahyuni ◽  
Tri Kurniawati
Keyword(s):  
Quantitative Research ◽  
Secondary Data ◽  
Sampling Technique ◽  
The Other ◽  
Switching Behavior ◽  
Price Discount ◽  
Variety Seeking ◽  
Brand Switching ◽  
Analysis Technique ◽  
Research Show

The research aims to understand of the influence of price discount, bonus pack and variety seeking toward Brand Switching Anlene Milk to the other product in Foodmart Basko Grand Mall Padang. The purpose of this research are: 1) the effect of price discount toward brand switching milk anlene to the other product in Foodmart Basko Grand Mall Padang, 2) the effect of bonus pack toward brand switching milk anlene to the other product in Foodmart Basko Grand Mall Padang, 3) the effect of variety seeking toward brand switching milk anlene to the other product in Foodmart Basko Grand Mall Padang. The type of research used in this study is a causal quantitative research. The population in consumer of Basko Grand Mall Padang. The sampling technique is purposive sampling method with the total samples of 100 people. The type of data used is primary and secondary data. The data analysis technique used is multiple regression by using t test and F test. The result of the research show that there are a positive and insignificant influence between price discount (X1) variable on brand switching behavior of milk anlene to the other product in Foodmart Basko Grand Mall Padang, bonus pack (X2) significantly influence the brand switching behavior of milk anlene to the other product in Foodmart Basko Grand Mall Padang, and variety seeking (X3) significantly influence the brand switching behavior of milk anlene to the other product in Foodmart Basko Grand Mall Padang.Keywords: price discount, bonus pack, variety seeking, and brand switching

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