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Brand switching and consumer identification with brands in the smartphones industry
Author(s) -
Appiah Dominic,
Ozuem Wilson,
Howell Kerry E.,
Lancaster Geoff
Publication year - 2019
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.1785
Subject(s) - brand loyalty , loyalty , perspective (graphical) , business , marketing , identification (biology) , social identity theory , advertising , identity (music) , brand awareness , psychology , social group , social psychology , computer science , botany , biology , physics , artificial intelligence , acoustics
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 on the basis of 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 and 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.