Contributors of Brand Switching: The Mediating Role of Brand Image and Customer Satisfaction

Abstract

The purpose of this study is to investigate the factors contributing to brand switching and how product quality can help to maintain the brands competitive position in the market. The direct relationship of brand quality with brand switching was measured through the mediators of customer satisfaction and brand image. The data was collected from 300 top-tier consumer brands. Findings show that brand availability and perception are intrinsically tied to the brand service or product quality. The results demonstrate the role of product quality in influencing customer loyalty and brand image which leads to less brand switching. The novelty of this research lies in that previous relevant research studies focus on the telecommunication and smartphone sector. Our study is the first application of the framework on the fast moving consumer goods industry. In addition, this paper also makes a novel theoretical contribution by applying the Theory of planned behaviour and the Push and Pull theory to a new area of behavioural research. It provides practical implications to the decision makers on engaging the consumers with multiple marketing techniques, increasing the business productivity.