A model of brand switching by lead users of high-tech capital equipment

Al–Kwifi, Osama Sam; McNaughton, Rod B.

doi:10.1504/ijtmkt.2011.043811

Cited by 8 publications

(18 citation statements)

References 47 publications

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“…If consumers have a favorable attitude toward switching their smartphone, their intentions to switch do not increase if they do not have the financial resources or ability to do so (Bansal and Taylor 2002). On the other hand, H5e confirms that the greater the financial switching costs, the lower the consumers' switching intentions to "the other smartphone", a finding consistent with results of previous studies (Al- Kwifi and McNaughton, 2011). Financial switching costs are consistently found to be the main switching barrier perceived by consumers (Bansal and Taylor, 2002).…”

Section: Discussionsupporting

confidence: 84%

Building a comprehensive model to investigate factors behind switching intention of high-technology products

Msaed¹,

Al–Kwifi

Ahmed

2017

JPBM

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Purpose-The purpose of this study is to determine the factors that underpin consumer switching intention in the smartphone industry. Most of the literature on brand switching uses conventional models that lack the ability to explain this behavior for high-technology products. Such products have unique characteristics that make the switching process more challenging from the consumer perspective. Design/methodology/approach-The proposed model is built based on the related theories that consider the distinctive aspects of high-technology products. Furthermore, two variables "relative advantage of product features" and "company innovativeness" are introduced for the first time to evaluate consumer attitude to switch a high-technology product. The smartphone industry was selected to test the proposed model, where an online survey was sent to Apple and Samsung users. Findings-The results confirm the expectation that perceived product usefulness, perceived ease of use and relative advantage of product features are the major factors driving the intention of users to switch, whereas subjective norms have limited impact. The financial cost of switching is the main barrier to consumers' decision to switch to a new technology. The pleasure consumers feel toward their brand and the other brand is positively associated with their attitude toward switching. Research limitations/implications-This research contributes to the literature on brand switching by introducing a comprehensive model that explains consumer switching behavior of high-technology products. Research findings would allow managers to draft better marketing strategies to improve consumer brand awareness. Originality/value-The majority of literature on brand switching uses simple models to explain consumer behavior. This study is the first attempt to build a comprehensive model that considers the characteristics of high-technology products and how they shape consumer behavior during the decision-making process.

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Section: Discussionsupporting

confidence: 84%

Building a comprehensive model to investigate factors behind switching intention of high-technology products

Msaed¹,

Al–Kwifi

Ahmed

2017

JPBM

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“…Product features and their performance are considered the most important aspects in building a user's competitive advantage (Al-kwifi and McNaughton, 2011). And given that high-technology markets, such as that for medical imaging devices, are constantly changing, users are continuously evaluating the features and performance of their existing products and assessing whether other products with wider features and performance are able to improve their market position and help them gain a competitive advantage (Al-kwifi and McNaughton, 2013).…”

Section: Product Featuresmentioning

confidence: 99%

“…They define high-technology capital product as "a technology-based product that is acquired infrequently, significantly exceeds the cost of an average purchase in a customer's organization, and has an extended and complex purchasing process". Al-kwifi and McNaughton (2011) found that lead users are willing to face strong barriers to switching to a new technology that is critical to the renewal of organizational capabilities. They state that the decision to switch among high-technology capital product is influenced mainly by the product design, which usually contains specific capabilities that are important to achieve a competitive advantage.…”

mentioning

confidence: 99%

“…This paper is an extension of previous research conducted by Al-kwifi and McNaughton (2011), but it uses a new survey for mass-market users in Lebanon. The mass-market users have a different set of characteristics than lead users (Teplensky et al, 1993;Von Hippel, 1986); therefore, the set of factors that influence their decision to switch a technology is expected to be different from that of other users.…”

mentioning

confidence: 99%

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Brand switching of high-technology capital products: how product features dictate the switching decision

Al–Kwifi

Ahmed

Yammout

2014

Journal of Product &Amp; Brand Management

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to investigate the factors that underpin brand switching of medical imaging products by mass-market users. Most of the literature on brand switching is focused on competitive market products, for which switching costs are manageable. However, little consideration is given to brand switching of high-technology capital products. Design/methodology/approach -The conceptual model is developed based on the existing literature on B2B brand switching. An online survey was developed and distributed to decision makers involved in purchasing medical imaging technology. Findings -The results confirm the expectation that product features is the most influential factor underpinning brand switching. Product features are critical for medical organizations who want to maintain their competitive advantage. The findings suggest that the set of factors that influence the decision to switch is unique for users of different market segments in the same industry (e.g. lead users and mass-market users). This difference stems from technology utilization of each market segment. Research limitations/implications -In high-technology markets, managers should develop a reliable strategy to evaluate the antecedents behind brand switching that are specific to their industry. Knowledge of the major factors that cause users to switch is essential to allow firms to determine the strategy needed to prevent the erosion of their market share. Originality/value -Although the literature reports considerable research on brand switching, this study is a first-of-its-kind in that it demonstrates that the factors underpinning brand switching vary within the same industry, based on the characteristics of each market segment. This paper develops new knowledge on the factors that influence the decision of users of high-technology capital products to switch between brands to renew or improve their internal capabilities.

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“…John, Weiss, and Dutta (1999) explained that the feature of a product is a significant factor to increase the user's interest to switch brands. An interesting feature is an advantage in the competition (Al-Kwifi & McNaughton, 2011) and able to make smartphone users switch brand. In this study, we conclude that the more attractive the promotion is made it will make customers lose their interest to switch to other brands.…”

Section: Relationship Between Trust and Brand Switchingmentioning

confidence: 99%

Brand Switching Behaviour in the Generation Y: Empirical Studies on Smartphone Users

Fintikasari¹,

Ardyan²

2018

jmk

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Lifestyle, variety seeking, customer trust and promotion are some factors that can be a trigger. The sample of respondents used in this study is 385 respondents’ smartphone users who have experience of brand switching, while the analysis of this study using structural equation modelling (SEM) and to process this research data used AMOS version 20. The result indicated that lifestyle and variety seeking is able to increase brand switching, especially on smartphone product users. Consumer trust in a particular brand still unable to reduce their desire to switch brand significantly, another result also indicated that promotion unable to increase the desire to switch brands.

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A model of brand switching by lead users of high-tech capital equipment

Cited by 8 publications

References 47 publications

Building a comprehensive model to investigate factors behind switching intention of high-technology products

Building a comprehensive model to investigate factors behind switching intention of high-technology products

Brand switching of high-technology capital products: how product features dictate the switching decision

Brand Switching Behaviour in the Generation Y: Empirical Studies on Smartphone Users

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