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

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.

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Investigating Brand Switching on Cosmetics Products: A Case Study of Nu Skin

Binus Business Review ◽

10.21512/bbr.v12i3.6989 ◽

2021 ◽

Vol 12 (3) ◽

pp. 241-254

Author(s):

Mayong Ajiwinanto ◽

Megawati Simanjuntak ◽

Hendri Tanjung

Keyword(s):

Structural Equation ◽

Brand Image ◽

Rapid Development ◽

Marketing Mix ◽

Brand Attitude ◽

Switching Behavior ◽

Equation Modeling ◽

Product Reviews ◽

Brand Switching ◽

Multi Level

The rapid development of the cosmetics industry and the high competition in the cosmetics market in Indonesia impact consumers. The market has many available choices of cosmetics products, and this situation causes many consumers to switch brands. The research aimed to analyze the suitability of Sharia about cosmetics products from Nu Skin and the factors that influenced the brand switching of the cosmetics product with multi-level marketing. The research applied a quantitative and descriptive approach. Data collection from respondents was carried out with a structured questionnaire. The respondents were consumers who had bought and used Nu Skin products. Around 150 respondents were selected through the purposive sampling method. Then, the researchers used the LISREL software. The connection between the variables was investigated by Structural Equation Modeling (SEM). The ﬁndings indicate that Word of Mouth (WOM) and marketing mix significantly influence the brand image of the cosmetics products. Similarly, religiosity and marketing mix have a significant influence on brand attitude. Then, brand image and brand attitude have a significant effect on brand switching. However, religiosity has no significant effect on brand switching. For marketing practitioners, the results can be considered in terms of marketing strategy in consumers’ habits of accessing social media to read product reviews from their friends who have used Nu Skin products before. The more people review and recommend the products to others, the higher the consumers’ interest is in buying Nu Skin products, and the smaller the intensity is involved in brand switching behavior. The research offers a new insight regarding the inﬂuencing factors of brand switching of halal cosmetics products through multi-level marketing.

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What drives green brand switching behavior?

Marketing Intelligence & Planning ◽

10.1108/mip-10-2017-0224 ◽

2018 ◽

Vol 36 (6) ◽

pp. 694-708 ◽

Cited By ~ 22

Author(s):

Hung-Che Wu ◽

Chiou-Fong Wei ◽

Li-Yu Tseng ◽

Ching-Chan Cheng

Keyword(s):

Cognitive Dissonance ◽

Structural Equation ◽

Switching Behavior ◽

Equation Modeling ◽

Brand Experience ◽

Content Type ◽

Brand Switching ◽

Structural Relationships ◽

Experiential Quality ◽

Product Strategies

Purpose The purpose of this paper is to explore the structural relationships among skepticism, experiential risk, cognitive dissonance, experiential quality, brand experience and experiential satisfaction, switching intentions and switching behavior from the perspective of green branding. Design/methodology/approach A questionnaire survey was used to collect data from consumers who had purchased environmental shampoos, obtaining 613 valid samples which were analyzed with structural equation modeling. Findings The results indicate that green brand experiential risk, green brand cognitive dissonance, green brand experiential quality and green brand experience influence green brand experiential satisfaction. In addition, green brand experiential satisfaction has an impact on green brand switching intentions, which, in turn, positively influence green brand switching behavior. Practical implications To decrease the perceptions of green brand skepticism, green brand experiential risk, green brand cognitive dissonance, green brand switching intentions and green brand switching behavior and increase the perceptions of green brand experiential quality, green brand experience and green brand experiential satisfaction, the findings will help environmental organizations develop and implement market-orientated product strategies. Originality/value The results provide a better understanding of the relationships among skepticism, experiential risk, cognitive dissonance, experiential quality, brand experience, experiential satisfaction, switching intentions and switching behavior in an environmental context.

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Weakened Patient Loyalty Model at Beauty Clinics: Based on Variety Seeking Behavior, Dissatisfaction, Negative WOM and Brand Switching

SHS Web of Conferences ◽

10.1051/shsconf/20208601032 ◽

2020 ◽

Vol 86 ◽

pp. 01032

Author(s):

Herni Justiana Astuti ◽

Suryo Budi Santoso

Keyword(s):

Convergent Validity ◽

Structural Equation ◽

Equation Modeling ◽

Variety Seeking ◽

Brand Switching ◽

Patient Loyalty ◽

Seeking Behavior ◽

One Year ◽

Significant Direct Effect ◽

Composite Reliability

The purpose of this study was to design the Weakened Loyalty model through Variety Seeking Behavior, Dissatisfaction, Negative WOM and Brand Switching. The sample in this study was a patient of a beauty clinic who did treatment for one year or more and had moved from another clinic. The sample used was 173 respondents. Data analysis using Structural Equation Modeling with PLS approach. The data meets convergent validity and composite reliability. The results of the analysis prove that negative WOM, variety seeking behavior and dissatisfaction are factors that have the potential to weaken loyalty, because these three variables have a significant direct effect on brand switching. However, it does not directly affect patients to really weaken loyalty. Dissatisfaction can mediate relationship between Negative WOM and Brand Switching.

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The effects of lucky draw sales promotion on brand loyalty in mobile telecommunication industry

African Journal of Economic and Management Studies ◽

10.1108/ajems-09-2013-0076 ◽

2016 ◽

Vol 7 (1) ◽

pp. 109-123 ◽

Cited By ~ 7

Author(s):

Eric Yeboah-Asiamah ◽

Daniel M. Quaye ◽

Simon Gyasi Nimako

Keyword(s):

Brand Loyalty ◽

Structural Equation ◽

The Body ◽

Sales Promotion ◽

Primary Data ◽

Equation Modeling ◽

Telecommunication Industry ◽

Structure Questionnaire ◽

Mobile Telecommunication ◽

Content Type

Purpose – The purpose of this paper is to empirically examine the relationship between lucky draw sales promotion (LDSP) and the four phases of brand loyalty in the telecommunication industry. Design/methodology/approach – A self-administered structure questionnaire was used to collect primary data from conveniently sampled 338 lucky draw winners in the Ghanaian telecommunication industry. A response rate of 67.1 percent was obtained for data analysis using structural equation modeling approach. Findings – It was found that LDSP positively relate to cognitive brand loyalty, and to behavioral brand loyalty through affective and conative brand loyalty. All hypothesized relationships among the sequential four-stage loyalty were confirmed, except the direct relationship between LDSP and behavioral brand loyalty. Research limitations/implications – The findings are limited to lucky draw winners in the telecommunication industry. Practical implications – Marketers can increase brand loyalty and profit more from their customers through targeted programs with hedonic benefits to build strong commitment level (conative brand loyalty), strong favoritism (affective brand loyalty) and strong beliefs about the superiority (cognitive brand loyalty) of a brand. Originality/value – Theoretically, this study fills the void of empirical studies on non-price sales promotion techniques of lucky draw and customer brand loyalty in the telecommunication sector in developing economy context, and contributes to the body of knowledge in the area of customer brand loyalty and LDSP.

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Why travelers switch to the sharing accommodation platforms? A push-pull-mooring framework

International Journal of Contemporary Hospitality Management ◽

10.1108/ijchm-02-2021-0253 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Maomao Chi ◽

Junjing Wang ◽

Xin (Robert) Luo ◽

Han Li

Keyword(s):

Social Influence ◽

Structural Equation ◽

Information Quality ◽

Switching Cost ◽

Switching Behavior ◽

Equation Modeling ◽

Hotel Reservation ◽

Content Type ◽

Product Service ◽

Negative Effect

Purpose Drawing on and extending the push-pull-mooring (PPM) framework, this paper aims to empirically explore the influencing mechanism of traveler switching intention from the hotel reservation platforms to the sharing accommodation platforms (SAPs). Design/methodology/approach This study adopts structural equation modeling to analyze the 543 responses collected among hotel reservation platforms and SAPs travelers. Findings The results support the positive effect of both push factors (e.g. dissatisfaction with product, service and information quality of hotels on the hotel reservation platform) and pull factors (e.g. price value, authenticity, interaction, home benefits and novelty of SAPs) on traveler switching intention. Except for the negative effect of switching cost, other mooring factors including prior switching experience and social influence positively affect traveler switching intention. The authors also found the switching cost negatively and prior switching experience positively moderated the push effects on traveler switching intention, while the social influence positively moderated the pull effects on traveler switching intention. Research limitations/implications Recommendations of future SAP participation research to consider the competing platforms, the unique experiences of SAPs and mooring factors. Examining the factors of different sources is also useful for practitioners to better understand travelers’ demands and to improve the overall welfare of travelers. Originality/value This paper embraces an extended PPM framework to explore traveler switching intention in online travel platforms. Moreover, this paper provides unique insights into the switching behavior from the hotel reservation platforms to the SAPs.

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

DiE: Jurnal Ilmu Ekonomi dan Manajemen ◽

10.30996/die.v6i2.131 ◽

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 consumersâ€™ 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 :Â Â Â Â Â Â brand switching, customer dissatisfaction, characteristic products, variety-seeking, involvement

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Evaluating the influence of social media on brand sacralization

South Asian Journal of Global Business Research ◽

10.1108/sajgbr-12-2015-0085 ◽

2016 ◽

Vol 5 (3) ◽

pp. 424-446 ◽

Cited By ~ 3

Author(s):

Payel Das ◽

Santanu Mandal

Keyword(s):

Social Media ◽

Significant Influence ◽

Brand Loyalty ◽

Purchase Intention ◽

Structural Equation ◽

Measurement Instrument ◽

Equation Modeling ◽

Content Type ◽

Young Consumers ◽

Media Interaction

Purpose The purpose of this paper is to reveal the influence of social media in the development of brand sacralization in young consumers in emerging Asian market. Brand sacralization is the phenomenon where consumers (especially young) become an adherent of brands and consider brands as sacred entities. The paper specifically explores the influence of social media interaction and social media usability on brand sacralization and consequently its influence on online purchase intention (PI) and brand loyalty. Design/methodology/approach Perceptual responses were gathered from 232 undergraduate and postgraduate students (age: 17-27 years) studying in an Indian private university and is subsequently analyzed using structural equation modeling. The young population is chosen as the target sample as they possess majority stake in final product purchase decision nowadays and also contribute as a dominant consumer category in online market places. Findings The researcher found a strong positive influence of social media interaction and social media usability on brand sacralization. Further, brand sacralization is found to have a positive and significant influence on online PI and brand loyalty of young consumers. However, social media interaction does not contribute significantly to usability of social media. The researcher has also found a significant influence of brand loyalty on online PI for these young shoppers. Originality/value The study is the foremost to investigate the influence of social media in developing brand sacralization and its influence on online PI and brand loyalty. Further the study is the first to develop a measurement instrument for brand sacralization. The study is the foremost in developing measures for social media interaction and social media usability.

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The Effect of Sales Promotion and Store Atmosphere on Hedonic Shopping Motivation and Impulsive Buying Behavior in Hypermart Manado City

DeReMa (Development Research of Management) Jurnal Manajemen ◽

10.19166/derema.v13i1.785 ◽

2018 ◽

Vol 13 (1) ◽

pp. 83

Author(s):

Nova Christian Mamuaya

Keyword(s):

Structural Equation Modeling ◽

Structural Equation ◽

Sales Promotion ◽

Primary Data ◽

Equation Modeling ◽

Survey Method ◽

Impulsive Buying ◽

Convenience Sampling ◽

Shopping Motivation ◽

Hedonic Shopping

The purpose of this research is to know and analyze the effect of sales promotion and store atmosphere on hedonic shopping motivation and impulsive buying of Hypermart consumers in Manado City. The method used in this research is explanatory survey method; with 175 consumers who shop at Hypermart in Manado City as sample with convenience sampling technique; primary data with data collecting technique using questionnaire instrument with Likert scale and structural equation modeling analysis technique with Lisrel 8.80 program. The result of this research shows that sales promotion has positive and significant effect on hedonic shopping motivation; store atmosphere has positive and significant effect on hedonic shopping motivation; sales promotion has positive and significant effect on impulsive buying; store atmosphere has positive and significant effect on impulsive buying; and hedonic shopping motivation has positive and significant effect on impulsive buying of Hypermart consumers in Manado City. Impulsive buying will be improved if Hypermart management in Manado City is able to increase hedonic shopping motivation with the most dominant indicator is “shopping for value”, where hedonic shopping motivation will be improved if Hypermart management in Manado City can increase sales promotion with the most dominant indicator is “sample giveaway program” and store atmosphere with the most dominant indicator is “in-store appearance”. Bahasa Indonesia Abstrak: Tujuan penelitian ini adalah ingin mengetahui dan menganalisis pengaruh promosi penjualan dan atmosfir toko terhadap motivasi belanja hedonik dan pembelian impulsif konsumen Hypermart di Kota Manado. Metode yang digunakan dalam penelitian ini adalah explanatory survey; dengan sampel 175 orang konsumen yang berbelanja di Hypermart Kota Manado dengan teknik convenience sampling; data primer dengan teknik pengumpulan data menggunakan instrumen kuesioner dengan skala Likert dan teknik analisis structural equation modeling dengan program Lisrel 8.80. Hasil penelitian menunjukkan promosi penjualan berpengaruh positif dan signifikan terhadap motivasi belanja hedonik; atmosfir toko berpengaruh positif dan signifikan terhadap motivasi belanja hedonik; promosi penjualan berpengaruh positif dan signifikan terhadap pembelian impulsif; atmosfir toko berpengaruh positif dan signifikan terhadap pembelian impulsif; dan motivasi belanja hedonik berpengaruh positif dan signifikan terhadap pembelian impulsif konsumen Hypermat di Kota Manado. Pembelian impulsif akan mampu ditingkatkan jika manajemen Hypermart di Kota Manado mampu meningkatkan motivasi belanja hedonik dengan indikator yang paling dominan adalah “belanja untuk nilai”, di mana motivasi belanja hedonik akan mampu ditingkatkan jika manajemen Hypermart di Kota Manado mampu meningkatkan promosi penjualan dengan indikator yang paling dominan adalah “program pemberian sampel” dan atmosfir toko dengan indikator yang paling dominan adalah “interior toko”.

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The Role of Career Self-Efficacy on the Effect of Parental Career Behaviors on Career Exploration: A Study on School of Tourism and Hotel Management’ Students

European Journal of Multidisciplinary Studies ◽

10.26417/ejms.v3i1.p143-154 ◽

2016 ◽

Vol 3 (1) ◽

pp. 143 ◽

Cited By ~ 3

Author(s):

Selahattin Kanten ◽

Pelin Kanten ◽

Murat Yeşiltaş

Keyword(s):

Undergraduate Students ◽

Self Efficacy ◽

Structural Equation ◽

Career Exploration ◽

Equation Modeling ◽

Survey Method ◽

Hotel Management ◽

Mediating Role ◽

The Impact

This study aims to investigate the impact of parental career behaviors on undergraduate student’s career exploration and the mediating role of career self-efficacy. In the literature it is suggested that some social and individual factors facilitate students’ career exploration. Therefore, parental career behaviors and career self-efficacy is considered as predictors of student’s career exploration attitudes within the scope of the study. In this respect, data which are collected from 405 undergraduate students having an education on tourism and hotel management field by the survey method are analyzed by using the structural equation modeling. The results of the study indicate that parental career behaviors which are addressed support; interference and lack of engagement have a significant effect on student’s career exploration behaviors such as intended-systematic exploration, environment exploration and self-exploration. In addition, it has been found that one of the dimensions of parental career behaviors addressed as a lack of engagement has a significant effect on career self-efficacy levels of students. However, research results indicate that student’s career self-efficacy has a significant effect on only the self-exploration dimension. On the other hand, career self-efficacy has a partial mediating role between lack of engagement attitudes of parents and career exploration behaviors of students.

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Consumers’ self-congruence with a “Liked” brand

European Journal of Marketing ◽

10.1108/ejm-07-2015-0442 ◽

2017 ◽

Vol 51 (2) ◽

pp. 367-390 ◽

Cited By ~ 35

Author(s):

Elaine Wallace ◽

Isabel Buil ◽

Leslie de Chernatony

Keyword(s):

Social Relations ◽

Brand Loyalty ◽

Structural Equation ◽

Large Scale ◽

Equation Modeling ◽

Future Research ◽

Tie Strength ◽

Brand Love ◽

Content Type ◽

Self Image

Purpose Brand “Likes” on Facebook facilitate self-expression, forming part of consumers’ virtual selves. Yet, consumers’ brand “Likes” may bear little resemblance to their material realities. This paper aims to test similarities of brand image with self-image for Facebook “Likes” to determine whether self-congruence with a “Liked” brand leads to positive offline brand outcomes. It also investigates whether consumers’ perceptions about their Facebook social relations influence self-congruent brand “Likes”. Design/methodology/approach A large-scale survey was conducted of regular Facebook users who “Liked” brands. Data from 438 respondents was analysed and hypotheses tested using structural equation modeling. Findings Empirical results show that the perceived self-congruence with a “Liked” brand increases with social tie strength. Perceived social tie strength is informed by perceived attitude homophily. When the perceived self-congruence with a “Liked” brand is higher, brand love and word of mouth (WOM) are enhanced. Consumers also have greater brand loyalty and offer more WOM when brands are loved. Research limitations/implications Findings demonstrate the influence of consumers’ cognitive network on “Likes” and brand outcomes. Further replication would enhance generalisability. Future research should use a wider sample and investigate other variables. Practical implications Findings support managers seeking to grow and analyse Facebook “Likes” by providing insights into brand loyalty, brand love and WOM for “Liked” brands. Originality/value The paper addresses the dearth of research exploring how consumers’ perceptions of their Facebook network influence their online brand behaviour and how perceived self-congruence with a “Liked” brand relates to brand outcomes.

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