publication . Thesis

The role of individual, product and channel characteristics in brand switching behaviour

Michaelidou, Nina;
Open Access English
  • Country: United Kingdom
Abstract
In consumer research, variety-seeking has been recognised as a major cause of exploratory purchase behaviour and specifically brand switching. A major contribution from Hoyer and Ridgway (1984) examines the circumstances under which brand switching occurs as a result of the internal need for variety isolating other external factors (such as out-of-stock conditions and promotional activities) which also motivate brand switching. The authors’ theoretical model proposes that the occurrence of brand switching is a function of two factors; individuals difference characteristics and product characteristics. \ud \ud The present thesis proposes that in today’s retailing...
Subjects
free text keywords: HF
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