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

Author

Listed:
  • 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, Open Access Journal, 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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    References listed on IDEAS

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    1. Komal Nagar & Payal Gandotra, 2016. "Exploring Choice Overload, Internet Shopping Anxiety, Variety Seeking and Online Shopping Adoption Relationship: Evidence from Online Fashion Stores," Global Business Review, International Management Institute, vol. 17(4), pages 851-869, August.
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    Citations

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    Cited by:

    1. 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, Open Access Journal, vol. 11(22), pages 1-24, November.

    More about this item

    Keywords

    brand-switching intention; alternative attractiveness; brand recognition; brand emotion; website anxiety;

    JEL classification:

    • Q - Agricultural and Natural Resource Economics; Environmental and Ecological Economics
    • Q0 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - General
    • Q2 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Renewable Resources and Conservation
    • Q3 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Nonrenewable Resources and Conservation
    • Q5 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth
    • O13 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Agriculture; Natural Resources; Environment; Other Primary Products

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