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Explaining brand switching behavior using pull–push–mooring theory and the theory of reasoned action

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  • Elahe Kordi Ghasrodashti

    (Alzahra University)

Abstract

The purpose of this study is to examine the antecedents of customers’ brand-switching behavior with a theoretical approach. The model is developed by using the theory of pull–push–mooring (PPM) and theory of reasoned action (TRA) to examine consumers’ brand-switching behavior. The main reason of this fusion is that PPM theory can’t predict the customers’ behavior. By applying TRA, this disadvantage can be solved. As such, the importance of fusion of both PPM and TRA is that non-behavioral and behavioral variables are considered. In this paper, traditional TRA is extended by online subjective norms which can affect customers’ behavior. A total of 402 customers in two large cities of Iran responded to the questionnaire. SPSS and PLS method were employed to analyze the data. The results showed that mooring factors included attitude, switching costs and online subjective norms were significant predictors for customers’ brand-switching behavior. Also, pull factor included alternative attractiveness and only one factor of push factors (price) impacted brand-switching behavior. Manufacturers need to know more about the important factors of brand-switching behavior to formulate effective strategy to decrease consumers’ brand switching so that manufacturers can achieve competitive advantage and earn more market share. Also, this study contributes to the academia by expanding TRA.

Suggested Citation

  • Elahe Kordi Ghasrodashti, 2018. "Explaining brand switching behavior using pull–push–mooring theory and the theory of reasoned action," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 293-304, July.
    • Handle: RePEc:pal:jobman:v:25:y:2018:i:4:d:10.1057_s41262-017-0080-2
    DOI: 10.1057/s41262-017-0080-2
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    Cited by:

    1. Zengrui Xiao & Ying Wang & Dongjie Guo, 2022. "Will Greenwashing Result in Brand Avoidance? A Moderated Mediation Model," Sustainability, MDPI, vol. 14(12), pages 1-15, June.
    2. 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.
    3. Siyu Gao & Bilin Shao, 2022. "Why Do Consumers Switch to Biodegradable Plastic Consumption? The Effect of Push, Pull and Mooring on the Plastic Consumption Intention of Young Consumers," Sustainability, MDPI, vol. 14(23), pages 1-23, November.
    4. Gyutae Lee & Yunsik Kim, 2022. "Effects of Resistance Barriers to Service Robots on Alternative Attractiveness and Intention to Use," SAGE Open, , vol. 12(2), pages 21582440221, May.
    5. Ying Wang & Zengrui Xiao, 2022. "The Dual Effects of Consumer Satisfaction on Brand Switching Intention of Sharing Apparel," Sustainability, MDPI, vol. 14(8), pages 1-15, April.
    6. Terrylina A. Monoarfa & Ujang Sumarwan & Arif I. Suroso & Ririn Wulandari, 2023. "Switch or Stay? Applying a Push–Pull–Mooring Framework to Evaluate Behavior in E-Grocery Shopping," Sustainability, MDPI, vol. 15(7), pages 1-18, March.
    7. Shaun M. Powell, 2018. "Journal of Brand Management: year end review 2018," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 494-499, November.
    8. Hussain, Shahid & Seet, Pi-Shen & Ryan, Maria & Iranmanesh, Mohammad & Cripps, Helen & Salam, Abdul, 2022. "Determinants of switching intention in the electricity markets - An integrated structural model approach," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).

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