Title: Influences of brand and advertising cognition on brand-switching behaviour

Authors: Jane Lu Hsu, Wei-Hsien Chang

Addresses: Department of Marketing, National Chung Hsing University, 250 Kuo Kuang Road, Taichung, 40227, Taiwan. ' 58 Gongyuan South Road, Tainan, 70444, Taiwan

Abstract: This study examines how brand and advertising cognition affects brand-switching behaviour. Four products with various durability are included in the study. Results of the path analysis indicated that motivations for brand switching and purchasing intentions were directly influenced by brand associations and were indirectly affected by attention to advertising and advertising processing. The results of the multinomial logistic regression indicated that consumers of mobile phones, notebook computers and carbonated drinks had tendencies to be brand switchers because of the influences of brands and advertising. For sports shoes, service and word of mouth would be prominent factors to draw customers from other brands.

Keywords: brand switching; advertising cognition; brand cognition; consumer behaviour; purchasing intentions; mobile phones; notebook computers; sports shoes; carbonated drinks.

DOI: 10.1504/IJMED.2007.011790

International Journal of Management and Enterprise Development, 2007 Vol.4 No.2, pp.159 - 178

Published online: 22 Dec 2006 *

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