 Does Brand Personality and Perceived Product Quality Play a Major Role in Mobile Phone Consumers’ Switching Behaviour?S. R. Nikhashemi, Naser Valaei and Arun Kumar Tarofder Global Business Review, 2017, vol. 18, issue 3_suppl, S108-S127 Abstract: This study’s main objective is to explore the antecedents of consumer switching behaviour in the context of mobile industry. At the same time, this study gives a closer focus on the roles that brand personality (BP) and perceived product quality play in customer satisfaction (CS), consumer brand identification and switching behaviour. Using a self-structured questionnaire, 381 usable responses were recorded for data analysis. Exploratory factor analysis (EFA), confirmatory factor analysis and structural equation modelling were employed to analyze the data. The EFA outcome reveals that excitement, competence and sophistication are the most significant qualities predicting BP in the mobile industry’s context. The result demonstrates that BP, indirectly through consumer brand identification and customer satisfaction, has a negative effect on consumer’s switching behaviour intention. Perceived product quality has a direct and indirect relationship with switching behaviour intention. Finally, it is revealed that BP has high impact on perceived product quality’s evaluation as well. Keywords: Brand personality; perceived product quality; consumer brand identification; customer satisfaction; switching behaviour (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:sae:globus:v:18:y:2017:i:3_suppl:p:s108-s127 Access Statistics for this article More articles in Global Business Review from International Management Institute |
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