Contributors of Brand Switching: The Mediating Role of Brand Image and Customer Satisfaction




Brand Image, switching behavior, product quality, customer engagement, consumer behavior


The purpose of this study is to investigate the factors contributing to brand switching and how product quality can help maintain a brands competitive position in the market. The direct relationship of brand quality with brand switching was measured through the mediators of customer satisfaction and brand image. The data was collected from 300 top-tier consumer brands. Findings show that brand availability and perception are intrinsically tied to the brand service or product quality. The results demonstrate the role of product quality in influencing customer loyalty and brand image; leading to less brand switching. The novelty of this research lies in that previous relevant research studies focus on the telecommunication and smartphone sector. Our study is the first application of the framework on the fast moving consumer goods industry. In addition, this paper also makes a novel theoretical contribution by applying the Theory of planned behaviour and the Push and Pull theory to a new area of behavioural research. It provides practical implications to the decision makers on engaging the consumers with multiple marketing techniques, increasing the business productivity.



Download data is not yet available.


Abdelwahab, D., San-Martín, S., & Jiménez, N. (2022). Does regional bias matter? Examining the role of regional identification, animosity, and negative emotions as drivers of brand switching: an application in the food and beverage industry. Journal of Brand Management, 29(1), 111-126. DOI:

Al-Kwifi, S. O. (2016). The role of fMRI in detecting attitude toward brand switching: an exploratory study using high technology products. Journal of Product & Brand Management. DOI:

Al‐Kwifi, S. O., & McNaughton, R. B. (2013). The influence of product features on brand switching: the case of magnetic resonance imaging equipment. Journal of Business & Industrial Marketing. DOI:

Amani, D. (2022). Circumventing customers’ switching behavior in telecommunication industry in Tanzania: Insight from Sternberg’s Triangular Theory of Love. Cogent Social Sciences, 8(1), 2042078. DOI:

Appiah, D., & Ayertey, S. (2018). Towards Understanding the Moderating Roles Of Smartphones On Brand Switching. READINGS BOOK, 20.

Appiah, D., Ozuem, W., Howell, K. E., & Lancaster, G. (2019). Brand switching and consumer identification with brands in the smartphone industry. Journal of Consumer Behaviour, 18(6), 463-473. DOI:

Bala, T., Jahan, I., Rahman, M. M., Mondal, A. G. R., & Ray, A. (2015). Factors Influencing Brand Switching of Smartphones among University Students: A Study on Bangladesh.

Crick, J. M., Karami, M., & Crick, D. (2022). Is it enough to be market-oriented? How coopetition and industry experience affect the relationship between a market orientation and customer satisfaction performance. Industrial Marketing Management, 100, 62-75. DOI:

Darko, A. P., & Liang, D. (2022). Modeling customer satisfaction through online reviews: A flowsort group decision model under probabilistic linguistic settings. Expert Systems with Applications, 195, 116649. DOI:

De Moraes, D. M., Borsi, L., Sean, D. (2018). Sociedade midiatizada. Mauad Editora.

Dung, D. H., Quang, N. M., & Chi, B. H. (2022). A markov chain model for predicting brand switching behavior toward online food delivery services. In International Econometric Conference of Vietnam (pp. 781-797). Springer, Cham. DOI:

Edward, M., &Sahadev, S. (2011). Role of switching costs in the service quality, perceived value, customer satisfaction, and customer retention linkage. Asia Pacific Journal of Marketing and Logistics. DOI:

Erdogan, M. R., Camgoz, S. M., Karan, M. B., & Berument, M. H. (2022). The switching behavior of large-scale electricity consumers in The Turkish electricity retail market. Energy Policy, 160, 112701. DOI:

Frank, B., Torrico, B. H., Enkawa, T., & Schvaneveldt, S. J. (2014). Affect versus cognition in the chain from perceived quality to customer loyalty: The roles of product beliefs and experience. Journal of Retailing, 90(4), 567-586. DOI:

Garga, E., Maiyaki, A. A., &Sagagi, M. S. (2019). Factors influencing brand switching behaviour of mobile phone users and the mediating effect of customer satisfaction: A Literature Review. Journal of Education, Society and Behavioural Science, 1-11. DOI:

Ghasrodashti, E. K. (2018). Explaining brand switching behavior using pull-push–mooring theory and the theory of reasoned action. Journal of Brand Management, 25(4), 293-304. DOI:

Govender, K. K. (2017). Brand choice and brand switching: a case study of relocated consumers. African Journal of Economic and Management Studies. DOI:

Gong, X., Liu, X., & Xiao, Z. (2022). A dedication-constraint model of consumer switching behavior in mobile payment applications. Information & Management, 59(4), 103640. DOI:

Grigoriou, N., Majumdar, A., & Lie, L. (2018). Drivers of brand switching behavior in mobile telecommunications. Athens Journal of Mass Media and Communications, 4(1), 7-28. DOI:

Grubor, A., & Milovanov, O. (2017). Brand strategies in the era of sustainability. Interdisciplinary Description of Complex Systems: INDECS, 15(1), 78-88. DOI:

Hanifati, L., & Salehudin, I. (2021). The effect of perceived product quality, brand personality, and loyalty on brand switching intention of technological products. The South East Asian Journal of Management, 15(2), 169-187. DOI:

Hayes, A. F., & Rockwood, N. J. (2017). Regression-based statistical mediation and moderation analysis in clinical research: Observations, recommendations, and implementation. Behaviour research and therapy, 98, 39-57. DOI:

Hayes, A. F., & Scharkow, M. (2013). The relative trustworthiness of inferential tests of the indirect effect in statistical mediation analysis: Does method really matter?. Psychological science, 24(10), 1918-1927. DOI:

Hayes, J. L., Shan, Y., & King, K. W. (2018). The interconnected role of strength of brand and interpersonal relationships and user comment valence on brand video sharing behaviour. International Journal of Advertising, 37(1), 142-164. DOI:

Helmi, S., Ariana, S., & Supardin, L. (2022). The role of brand image as a mediation of the effect of advertising and sales promotion on customer purchase decision. Journal of Economics and Sustainable Development, 13(8), 90-99.

Hemalatha, D., & Jacob, J. (2019). Do social ties impact brand switching behavior in newspapers-measuring direct and indirect effects. International Journal of Management Practice, 12(2), 261-281. DOI:

Hollebeek, L. D., Srivastava, R. K., & Chen, T. (2019). SD logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM. Journal of the Academy of Marketing Science, 47(1), 161-185. DOI:

Huat, T. S., & Ling, G. M. (2020). Customer satisfaction and brand switching intention of mobile service among university students. Management & Accounting Review, 19(2).

Ibok, N., &Etuk, G. S. (2015). Brand identity and customer loyalty: evidence from the Nigeria telecommunication industry. International Journal of Managerial Studiesand Research, 3(6), 1.

Islam, M. Z., D'Alessandro, S., Furner, M., Johnson, L., Gray, D., & Carter, L. (2016). Brand switching pattern discovery by data mining techniques for the telecommunication industry in Australia. Australasian Journal of Information Systems, 20. DOI:

Khan, R. U., Salamzadeh, Y., Iqbal, Q., & Yang, S. (2022). The impact of customer relationship management and company reputation on customer loyalty: The mediating role of customer satisfaction. Journal of Relationship Marketing, 21(1), 1-26. DOI:

Kumar, S. S., & Menon, R. P. (2017). Brand loyalty of customers in smartphone brands. Indian Journal of Marketing, 47(3), 8-15. DOI:

Liang, D., Ma, Z., & Qi, L. (2013). Service quality and customer switching behavior in China’s mobile phone service sector. Journal of Business Research, 66(8), 11611167. DOI:

Maretama, A. R., Suharyono, S., & Bafadhal, A. S. (2018). Pengaruh electronic word of mouth terhadap brand image dan brand switching (Survei pada Mahasiswa Pengguna Operating System Android di Universitas Brawijaya). Jurnal Administrasi Bisnis, 65(1), 129-37.

Mendel, J. R., Baig, S. A., Hall, M. G., Jeong, M., Byron, M. J., Morgan, J. C., and Brewer, N. T. (2018). Brand switching and toxic chemicals in cigarette smoke: a national study. Plus one, 13(1). DOI:

Naim, A. (2022). Measurement consumer mood and emotions for fast moving consumer goods. International Journal of Innovative Analyses and Emerging Technology, 2(2), 83-86.

Novitasari. D., Napitupulu, B. B. J., Abadiyah, S., Silitonga, N., & Asbari, M. (2022). Linking between Brand Leadership, Customer Satisfaction, and Repurchase Intention in the E-commerce Industry. International Journal of Social and Management Studies, 3(1), 280-289.

Ogungbade, D. R. (2015). Exploring the relationship between relationship marketing, relationship quality, and customer loyalty in the Nigerian telecommunication industry. In Proceedings of the Second Middle East Conference on Global Business,Economics, Finance and Banking (ME15Dubai Conference (pp. 1-13).

Park, C. H., and, Yoon, T. J. (2022). The dark side of up-selling promotions: Evidence from an analysis of cross-brand purchase behavior. Journal of Retailing. DOI:

Saeed, M., & Azmi, I. B. A. G. (2016). Brand switching behaviour of muslim consumers: development of a conceptual model. International Journal of Research in Business and Social Science (2147-4478), 5(4), 31-39. DOI:

Saraswati, A. R., & Giantari, I. G. A. K. (2022). Brand image mediation of product quality and electronic word of mouth on purchase decision. International Research Journal of Management, IT and Social Sciences, 9(1), 97-109. DOI:

Sharif, H., Sharif, S., & Zaighum, I. (2016). Reasons of brand switching and preference in prescription medicines: A comparison between physicians and pharmacists of Karachi. The Pharma Innovation, 5(7, Part B), 99.

Sowunmi, F. A., Bello, A. A., Ogunniyi, A. I., & Omotayo, A. O. (2022). Delving deeper into market concentration of poultry feed and the driving factors for brand switching: evidence from commercial egg producers in Nigeria. Sustainability, 14(13), 8030. DOI:

Wang, Y., & Xiao, Z. (2022). The dual effects of consumer satisfaction on brand switching intention of sharing apparel. Sustainability, 14(8), 4526. DOI:

Wong, K. H., Chang, H. H., & Yeh, C. H. (2018). The effects of consumption values and relational benefits on smartphone brand switching behavior. Information Technology & People. DOI:

Woodham, O. P., Hamilton, M. L., & Leak, R. L. (2017). I know what I like, I like what I know: how breadth of brand experience and cognitive effort influence brand switching. Journal of Marketing Theory and Practice, 25(2), 141-159. DOI:

Yan, L., Ruan, L., Luo, F., Tong, J., Sun, C., Zheng, Y., & Zhang, X. (2022). Enhanced resistive switching behavior of CH3NH3PbI3 based resistive random access memory by nickel doping. Vacuum, 198, 110862. DOI:

Zolfagharian, M., Hasan, F., & Iyer, P. (2017). Employee, branch, and brand switching: the role of linguistic choice, use and adaptation. Journal of Services Marketing. DOI:




How to Cite

Fatima, R., & Billah, U. I. (2022). Contributors of Brand Switching: The Mediating Role of Brand Image and Customer Satisfaction. JISR Management and Social Sciences & Economics, 20(2).



Original Articles
Share |