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Cited by 533

The DOI matches its Crossref record; 90 of the 90 references it cites were found in a registry or an index.

Resistance to Brand Switching when a Radically New Brand is Introduced: A Social Identity Theory Perspective

Lam, Son K., Ahearne, Michael, Hu, Ye, Schillewaert, Niels·2010·Journal of Marketing
DOI 10.1509/jmkg.74.6.128
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Abstract

There has been little research on how market disruptions affect customer–brand relationships and how firms can sustain brand loyalty when disruptions occur. Drawing from social identity theory and the brand loyalty literature, the authors propose a conceptual framework to examine these issues in a specific market disruption, namely, the introduction of a radically new brand. The framework focuses on the time-varying effects of customers’ identification with and perceived value of the incumbent relative to the new brand on switching behavior. The authors divert from the conventional economic perspective of treating brand switching as functional utility maximization to propose that brand switching can also result from customers’ social mobility between brand identities. The results from longitudinal data of 679 customers during the launch of the iPhone in Spain show that both relative customer–brand identification and relative perceived value of the incumbent inhibit switching behavior, but their effects vary over time. Relative customer–brand identification with the incumbent apparently exerts a stronger longitudinal restraint on switching behavior than relative perceived value of the incumbent. The study has important strategic implications for devising customer relationship strategies and brand investment.

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Metadata

Authors
Lam, S. K., Ahearne, M., Hu, Y., & Schillewaert, N.
Venue
Journal of Marketing
Publisher
SAGE Publications
Published
2010-11
Volume
74
Issue
6
Pages
128-146
ISSN
  • 0022-2429 (ISSN-L)
  • 1547-7185
DOI
10.1509/jmkg.74.6.128
OpenAlex
W2140218084
Cited by
533
References
90
FWCI
52.01
Type
journal article
Language
en
Open access
closed

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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

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