Corporate Reputation and Customer Brand Switching Behavior in Sri Lankan Telecommunication Industry

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.

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

Advances in Marketing, Customer Relationship Management, and E-Services - Handbook of Research on Consumerism and Buying Behavior in Developing Nations ◽

10.4018/978-1-5225-0282-1.ch011 ◽

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.

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Customer switching behavior analysis in the telecommunication industry via push-pull-mooring framework: A machine learning approach

Computers & Industrial Engineering ◽

10.1016/j.cie.2020.106476 ◽

2020 ◽

Vol 144 ◽

pp. 106476 ◽

Cited By ~ 2

Author(s):

Mohammed Al-Mashraie ◽

Sung Hoon Chung ◽

Hyun Woo Jeon

Keyword(s):

Machine Learning ◽

Behavior Analysis ◽

Switching Behavior ◽

Telecommunication Industry ◽

Learning Approach ◽

Customer Switching ◽

Machine Learning Approach

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

Journal of Marketing Research ◽

10.1177/002224379603300303 ◽

1996 ◽

Vol 33 (3) ◽

pp. 281-292 ◽

Cited By ~ 9

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.

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