Abstract
This study investigates brand switching behaviour among consumers in a competitive market. Emphasis historically places functional utility at the expense of social meanings. Given the paucity of literature, this study adopts a grounded theory methodology based on a series of in-depth interviews among Smartphone users in the UK to access consumers’ insights and experiences of specific brands and provides consideration of market disruptions. Data from this study confirms that literature does not capture non-utilitarian factors such as socio-psychological benefits. Underlying factors explore how resistance can be built from an identity theory perspective that motivate consumers to continue buying specific brands.
DOI
10.1016/j.jretconser.2019.05.012
Publication Date
2019-09-01
Publication Title
Journal of Retailing and Consumer Services
Volume
50
Publisher
Elsevier
ISSN
0969-6989
Embargo Period
2024-11-19
First Page
249
Last Page
257
Recommended Citation
Appiah, D., Howell, K., Ozuem, W., & Lancaster, G. (2019) 'Building resistance to brand switching during disruptions in a competitive market', Journal of Retailing and Consumer Services, 50, pp. 249-257. Elsevier: Available at: https://doi.org/10.1016/j.jretconser.2019.05.012
