Abstract

http://ssrn.com/abstract=1584687
 
 

References (107)



 
 

Citations (1)



 


 



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


Son K. Lam


University of Georgia

Michael Ahearne


University of Houston - C.T. Bauer College of Business

Ye Hu


University of Houston - Bauer College of Business

Niels Schillewaert


Vlerick Leuven Ghent Management School

April 5, 2010

Journal of Marketing, Forthcoming

Abstract:     
There has been little research on how market disruptions affect customer–brand relationships and how brand loyalty may be sustained when disruptions occur. Drawing from social identity theory and the brand loyalty literature, the authors propose a conceptual framework to examine these questions in a specific market disruption, 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 manifest customers’ social mobility between brand identities. 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 on devising customer relationship strategies and brand investment.

Number of Pages in PDF File: 58

Keywords: customer–brand identification, perceived value, switching, branding, relationship

JEL Classification: M30

Accepted Paper Series





Download This Paper

Date posted: April 6, 2010 ; Last revised: June 2, 2010

Suggested Citation

Lam, Son K. and Ahearne, Michael and Hu, Ye and Schillewaert, Niels, Resistance to Brand Switching When a Radically New Brand is Introduced: A Social Identity Theory Perspective (April 5, 2010). Journal of Marketing, Forthcoming. Available at SSRN: http://ssrn.com/abstract=1584687

Contact Information

Son K. Lam (Contact Author)
University of Georgia ( email )
Terry College of Business, Dept. of Marketing
117 Brooks Hall
Athens, GA
United States
706-542-4531 (Phone)
706-542-3738 (Fax)
Michael Ahearne
University of Houston - C.T. Bauer College of Business ( email )
334 Melcher Hall
Houston, TX 77204-6021
United States
713-743-4155 (Phone)
713-743-4572 (Fax)
HOME PAGE: http://www.bauer.uh.edu/Directory/profile.asp?firstname=Michael&lastname=Ahearne
Ye Hu
University of Houston - Bauer College of Business ( email )
Houston, TX 77204-6021
United States
Niels Schillewaert
Vlerick Leuven Ghent Management School ( email )
Library
REEP 1
Gent, BE-9000
Belgium
Feedback to SSRN


Paper statistics
Abstract Views: 2,816
Downloads: 849
Download Rank: 15,008
References:  107
Citations:  1

© 2014 Social Science Electronic Publishing, Inc. All Rights Reserved.  FAQ   Terms of Use   Privacy Policy   Copyright   Contact Us
This page was processed by apollo4 in 0.406 seconds