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.

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.

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 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

Consumer brand engagement, satisfaction and brand loyalty: a comparative study between functional and emotional brand relationships

2019 ◽  
Vol 28 (2) ◽  
pp. 274-286 ◽  
Author(s):  
Teresa Fernandes ◽  
Mariana Moreira
Keyword(s):  
Brand Loyalty ◽  
Cross Sectional Survey ◽  
Brand Relationships ◽  
Cross Sectional ◽  
Content Type ◽  
Brand Engagement ◽  
Emotional Relationships ◽  
Indirect Impact ◽  
The Impact

Purpose The purpose of this study is to understand differences in consumer brand engagement (CBE) according to the functional or emotional nature of consumer–brand relationships and its direct and/or indirect impact on brand loyalty (BL). Additionally, the study aims to compare CBE and Satisfaction as predictors of BL, considering the two types of consumer–brand relationships. Design/methodology/approach A cross-sectional survey was applied to two independent samples. Respondents of one of the samples were asked to recall a brand with which they had a functional relationship, while the other respondents were asked to consider a brand with which they had an emotional relationship. To test research hypotheses, a causal model using SEM was developed. Findings Results validate CBE as a three-dimensional construct, stronger for emotional than functional brand relationships and show its significant direct and indirect impact on BL. Through a comparative analysis, findings also prove that the effects of CBE on BL, directly or indirectly through Satisfaction, are stronger for emotional relationships, while Satisfaction is a stronger direct predictor of BL for functional brand relationships. Originality/value Addressing calls to focus on the impact of specific brand types on engagement, this study allows a better understanding of the moderating role of functional and emotional relationships on CBE. This study further adds to the existing body of knowledge by establishing the mediating role of Satisfaction and comparing the contribution of CBE and Satisfaction to BL according to the nature of consumer–brand relationships. Overall, our findings enhance knowledge on how consumers engage with and become loyal to brands, offering important implications for brand managers.

scholarly journals IoT Technologies as Instruments for SMEs’ Innovation and Sustainable Growth

2021 ◽  
Vol 13 (11) ◽  
pp. 6357
Author(s):  
Andreea-Diana Suciu (Vodă) ◽  
Andra Ioana Maria Tudor ◽  
Ioana Bianca Chițu ◽  
Lavinia Dovleac ◽  
Gabriel Brătucu
Keyword(s):  
Small And Medium Enterprises ◽  
Marketing Research ◽  
Business Environment ◽  
Sustainable Growth ◽  
Digital Marketing ◽  
Primary Data ◽  
It Industry ◽  
Quantitative Marketing ◽  
Medium Enterprises ◽  
The Impact

This paper studies specific aspects related to the adoption of Internet of Things (IoT) technologies and the impact they have on the sustainable growth of Small and Medium Enterprises (SMEs) in the Romanian IT industry. It was considered that digital marketing in general, and IoT in particular, have enormous potential for the aforementioned entities, and the acceptance and adoption of IoTs by companies in different sectors can significantly influence the way they operate, leading to sustainable growth. Primary data obtained from quantitative marketing research based on a questionnaire were analyzed. The results showed that although a large proportion of the Romanian IT industry SMEs use advanced marketing technologies, relatively few of those have integrated IoT solutions to date, mainly due to specific cost challenges. Nevertheless, the outcomes highlight that these companies are aware of the IoT’s benefits and place the adoption of such solutions among their priorities in order to achieve sustainable growth of their businesses. Based on the research results, the main proposal for the business environment is to design viable marketing programs for these companies, as well as to allocate resources for business development aimed at educating human resources to effectively address specific internal and external activities through IoT for sustainable development.

Examining the Impact of Contextual Factors in Brand Relationship Initiation and Maintenance: Evidence from Bottom of Pyramid Markets

2020 ◽  
Vol 18 (1) ◽  
pp. 75-97
Author(s):  
Shubhomoy Banerjee ◽  
Ateeque Shaikh
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Contextual Factors ◽  
Brand Trust ◽  
Brand Relationships ◽  
Relationship Initiation ◽  
Bottom Of Pyramid ◽  
The Impact ◽  
Distribution Intensity

AbstractThis study examines the impact of contextual factors on brand trust, brand loyalty and cross-buying from the perspective of the bottom of pyramid rural consumers in India. Two important contextual factors – distribution intensity and outshopping orientation – were used as the contextual factors. Effects of distribution intensity in the initiation and maintenance of consumer–brand relationships are first examined. Further, it explores the moderating role of in versus outshopping orientation in the formation and maintenance of long-term relationships between consumers and brands in bottom of pyramid markets. Data collected from 478 consumers in three villages in Gujarat, India, were analysed using structural equation modelling technique to test the hypothesized relationships using IBM AMOS 23 software. Distribution Intensity was found to positively influence brand trust. Brand trust was found to mediate the relationships between distribution intensity and brand loyalty and distribution intensity and cross buying. The importance of distribution intensity in relationship initiation was more pronounced for consumers who shopped from local retailers than those who did not. The study underlines the importance of distribution intensity of brands a relationship-based marketing strategy, especially in those products, where the switching costs are low. This study establishes the role of contextual factors in the formation and maintenance of consumer–brand relationships in the bottom of pyramid markets.

scholarly journals THE IMPACT OF BRAND EVALUATION, SATISFACTION, AND TRUST TO BRAND LOYALTY : A CASE STUDY OF THE INDONESIAN SMARTPHONE INDUSTRY

2019 ◽  
Vol 2 (2) ◽  
pp. 633
Author(s):  
Nicholas Wilson ◽  
Stanley Tulus Makmud
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Past Research ◽  
Electronic Business ◽  
Brand Relationships ◽  
Brand Evaluation ◽  
Equation Modelling ◽  
Questionnaire Method ◽  
The Impact

In this modern time , in electronic business especially in smartphone have an intense competition make any brand can’t avoid the competitors. The demand of the smartphone based on the company that create a product that have a benefit to the consumer. But in Indonesia things that make a product have a big interest because of trust and satisfaction that Indonesia’s people get. Although some of them never using it. But they get trust from people who have the smartphone. So brand evaluation from smartphone brands depends on consumer that use the product. In Indonesia things that make a product have a big interest because of trust and satisfaction that Indonesia’s people get. Although some of them never using it. In this research , the researcher use iphone 7 as an object in this study. Authors used a questionnaire method. This method had an advantage that a researcher can save time and money. The list of questions is arranged according to indicators from past research. Data that have been collected are analyzed using Partial Least Squares-Structural Equation Modelling (PLS-SEM) method with the help of SmartPLS 3.2.4 software. In this research respondent are Apple owner in Jakarta which is 257 respondents obtained using offline questionnaires. The result of this study indicates that there a direct relationship between brand evaluation, satisfaction and trust to brand loyalty. While brand relationships had no relationship to brand loyalty.

scholarly journals The mental footprint of marketing in the boardroom

2014 ◽  
Vol 25 (2) ◽  
pp. 241-252 ◽  
Author(s):  
Tore Strandvik ◽  
Maria Holmlund ◽  
Christian Grönroos
Keyword(s):  
Mental Models ◽  
Design Methodology ◽  
Marketing Research ◽  
Business Environment ◽  
Content Type ◽  
Points Of View ◽  
New Perspective ◽  
The Impact ◽  
Practical Implications

Purpose – Marketing researchers continue to debate the significance of the managerial relevance of marketing, especially in the boardrooms. Despite a growing number of published papers on the topic, it is surprising that there are virtually none on mental models. The purpose of this paper is to discuss these issues. Design/methodology/approach – The paper presents mental models as a perspective to discuss marketing's position in companies, and reflects on the marketing mental models of boardroom members and top management. Findings – The paper addresses marketing's relevant issues and offers new insights into the role of marketing in companies by highlighting mental models, which drive the boardrooms’ and managers’ attentions, decisions, actions, and evaluations. The paper demonstrates the importance of mental models by introducing and discussing the notion of the mental footprint of marketing, or the impact marketing has on mental models. Research limitations/implications – The rapidly changing business environment, in addition to current marketing research trends, strengthens the need to understand the scope of issues included under the notion of marketing, as well as the overall significance of marketing within the company. The paper advocates that understanding and investigating mental models is useful in these endeavors. Practical implications – The paper presents a set of different implications from recognized mental models in companies. Originality/value – This paper contributes to discussions on the relevance of marketing in modern companies by introducing a new perspective, involving the mental footprint of marketing, which challenges functional points of view. If the mental model of marketing takes a broader approach, considering marketing to be ubiquitous, then marketing can be seen as being present in the boardroom.

scholarly journals Identifying Factors Preventing Sustainable Brand Loyalty among Consumers: A Mixed Methods Approach

2018 ◽  
Vol 10 (12) ◽  
pp. 4685 ◽  
Author(s):  
Xin Zhang ◽  
Xiaoyan Ding ◽  
Liang Ma ◽  
Gaoshan Wang
Keyword(s):  
Brand Loyalty ◽  
Brand Image ◽  
Qualitative Comparative Analysis ◽  
Negative Influence ◽  
Switching Behavior ◽  
Brand Value ◽  
Consumer Loyalty ◽  
Mixed Methods Approach ◽  
Brand Switching ◽  
Brand Competitiveness

Consumers’ brand-switching behavior, or the non-sustainability of consumer loyalty to a brand, brings huge losses to affected companies. Thus, the investigation of factors behind consumers’ brand-switching is very important. The study analyzes the mechanism and configuration of brand-switching intention in order to provide guidelines for increasing brand competitiveness. Using empirical analysis (SEM) and qualitative comparative analysis (fsQCA), this study elucidates the motives and mechanisms in operation when customers decide whether to stay with a particular brand or switch to an alternative. The data was collected in August 2017. The results of SEM showed that the attractiveness of an alternate brand had a negative influence on current brand image recognition and brand value recognition, which could produce negative emotions that then lead to a brand-switching intention. The fsQCA uncovered six combinations or configurations of variables that could lead to brand-switching. This study has both theoretical and practical outcomes for competitive branding.

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.

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