Brand switching and consumer identification with brands in the smartphones industry

Appiah, Dominic, Ozuem, Wilson ORCID logo ORCID: , Howell, Kerry E. and Lancaster, Geoff (2019) Brand switching and consumer identification with brands in the smartphones industry. Journal of Consumer Behaviour, 18 (6). pp. 463-473.

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Brand loyalty literature has mainly focused on how brands perform under normal market conditions. As the business environment grows more complex, globalised and innovative, market disruptions become more prevalent. Taking a cognition-based approach, this paper proposes that customers identify with brands to satisfy self-definitional needs. A social constructivist perspective, using an inductive and case study strategy was used. Data generation was based on purposeful sampling, and participants were chosen based on their ‘lived’ experience with the use of Smartphones. Four major themes were identified in the purchase of Smartphones: identity, satisfaction, brand loyalty and brand switching. Participants’ views suggested that this provides them with a sense of purpose and meaning, defining who they are, as well as why they behave in specified ways in society, which increases their self-esteem. Brand switching occurs when customers are motivated to review available alternatives in the marketplace due to a change in competitive activities. Socially, switching occurs when a customer’s belief in a brand is externally influenced within the social setting. When the boundary between the ‘in-group’ and the ‘out-group’ is impermeable and changing, group membership is not realistic; social mobility is not a viable strategy to cope with identity threats.

Item Type: Article
Journal / Publication Title: Journal of Consumer Behaviour
Publisher: Wiley
ISSN: 1479-1838
Departments: Institute of Business, Industry and Leadership > Business
Depositing User: Insight Administrator
Date Deposited: 09 Sep 2019 08:24
Last Modified: 13 Jan 2024 10:18


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