Disruptive technology in the smartphones industry: identity theory perspective

Appiah, Dominic, Ozuem, Wilson and Howell, Kerry E. (2019) Disruptive technology in the smartphones industry: identity theory perspective. In: Bowen, Gordon and Ozuem, Wilson, (eds.) Leveraging computer-mediated marketing environments. IGI Global, Pennsylvania, US, pp. 351-371.

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Official URL: https://doi.org/10.4018/978-1-5225-7344-9.ch017

Abstract

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.

Item Type: Book Section
Publisher: IGI Global
ISSN: 2327-5502
ISBN: 9781522573449
Departments: Business
Additional Information: Dominic Appiah (Arden University, UK), Wilson Ozuem (University of Cumbria, UK) and Kerry E. Howell (University of Plymouth, UK). Chapter 17 within book.
Depositing User: Anna Lupton
Date Deposited: 25 Jan 2019 16:06
Last Modified: 25 Jan 2019 17:07
URI: http://insight.cumbria.ac.uk/id/eprint/4427

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