Brand Loyalty versus Brand Switching: Revisiting the Concept from Young Consumers’ Perspective

Abstract

Over the years, the usage of smartphones has burgeoned worldwide. However, it is noteworthy that with this multiplied usage and popularity of smartphones, most of the consumers demonstrate erratic behavior in the selection of their preferred brand. Therefore, in order to understand this phenomenon further, this study was conducted in Pakistan to examine the brand switching behavior of young consumers in the smartphone industry. For the purpose of this study, a theoretical framework marks out the relationships between social influence, sales promotion, variety seeking and brand switching. The methodology adopted for this study comprised of a quantitative research design, following a positivistic research paradigm. A sample of 500 young smartphone users from the population of major cities of Pakistan was approached using purposive-sampling method, from which 482 responses were acknowledged. The data was collected via the survey method, following close ended questionnaires. The data was then analyzed by applying the structural equation modeling technique. The research findings filled in the research gaps by revealing a positive relationship between social influences, variety seeking and sales promotion on brand switching. However, brand loyalty was found to have a significant unfavorable impact on these relationships. Brand loyalty weakens the relationship of social influence, variety seeking and sales promotion with brand switching. Hence, the presence of brand loyalty restricts consumers from switching their smartphone brand due to the influence of the above mentioned factors.