Identifying Factors Preventing Sustainable Brand Loyalty among Consumers: A Mixed Methods Approach

Xin Zhang, Xiaoyan Ding, Liang Ma and Gaoshan Wang
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Xin Zhang: School of Management Science and Engineering, Shandong University of Finance and Economics, Jinan 250014, China
Xiaoyan Ding: School of Management Science and Engineering, Shandong University of Finance and Economics, Jinan 250014, China
Liang Ma: School of Management Science and Engineering, Shandong University of Finance and Economics, Jinan 250014, China
Gaoshan Wang: School of Management Science and Engineering, Shandong University of Finance and Economics, Jinan 250014, China

Sustainability, 2018, vol. 10, issue 12, 1-13

Abstract: Consumers’ brand-switching behavior, or the non-sustainability of consumer loyalty to a brand, brings huge losses to affected companies. Thus, the investigation of factors behind consumers’ brand-switching is very important. The study analyzes the mechanism and configuration of brand-switching intention in order to provide guidelines for increasing brand competitiveness. Using empirical analysis (SEM) and qualitative comparative analysis (fsQCA), this study elucidates the motives and mechanisms in operation when customers decide whether to stay with a particular brand or switch to an alternative. The data was collected in August 2017. The results of SEM showed that the attractiveness of an alternate brand had a negative influence on current brand image recognition and brand value recognition, which could produce negative emotions that then lead to a brand-switching intention. The fsQCA uncovered six combinations or configurations of variables that could lead to brand-switching. This study has both theoretical and practical outcomes for competitive branding.

Keywords: brand-switching intention; alternative attractiveness; brand recognition; brand emotion; website anxiety (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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