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

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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)

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.

Suggested Citation

  • Xin Zhang & Xiaoyan Ding & Liang Ma & Gaoshan Wang, 2018. "Identifying Factors Preventing Sustainable Brand Loyalty among Consumers: A Mixed Methods Approach," Sustainability, MDPI, vol. 10(12), pages 1-13, December.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:12:p:4685-:d:189247
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    Cited by:

    1. Sunder Ramachandran & Sreejith Balasubramanian, 2020. "Examining the Moderating Role of Brand Loyalty among Consumers of Technology Products," Sustainability, MDPI, vol. 12(23), pages 1-16, November.
    2. Koech, Alex Kipkorir & Buyle, Sven & Macário, Rosário, 2023. "Airline brand awareness and perceived quality effect on the attitudes towards frequent-flyer programs and airline brand choice - Moderating effect of frequent-flyer programs," Journal of Air Transport Management, Elsevier, vol. 107(C).
    3. Eunyoung Choi & Kun Chang Lee, 2019. "Effect of Trust in Domain-Specific Information of Safety, Brand Loyalty, and Perceived Value for Cosmetics on Purchase Intentions in Mobile E-Commerce Context," Sustainability, MDPI, vol. 11(22), pages 1-24, November.

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