表紙画像

Does brand personality and perceived product quality play a major role in mobile phone's consumers switching behaviour?

This study’s main objective is to explore the antecedents of consumer switching behaviour in the mobile industry’s context. At the same time, this study gives a closer focus on the roles that brand personality (BP) and perceived product quality play in customer satisfaction, consumer brand identific...

詳細記述

保存先:
書誌詳細
主要な著者: Nikhashemi, Seyedrajab *, Valaei, Naser *, Tarofder, Arun Kumar
フォーマット: 論文
言語:English
出版事項: Sage 2017
主題:
BF Psychology
HM Sociology
オンライン･アクセス:http://eprints.sunway.edu.my/483/1/Nikhashemi.pdf
http://eprints.sunway.edu.my/483/
タグ: タグ追加
タグなし, このレコードへの初めてのタグを付けませんか!
id my.sunway.eprints.483
record_format eprints
spelling my.sunway.eprints.4832019-07-03T09:21:41Z http://eprints.sunway.edu.my/483/ Does brand personality and perceived product quality play a major role in mobile phone's consumers switching behaviour? Nikhashemi, Seyedrajab * Valaei, Naser * Tarofder, Arun Kumar BF Psychology HM Sociology This study’s main objective is to explore the antecedents of consumer switching behaviour in the mobile industry’s context. At the same time, this study gives a closer focus on the roles that brand personality (BP) and perceived product quality play in customer satisfaction, consumer brand identification, and switching behaviour. Using a self-structured questionnaire, 381 usable responses were recorded for data analysis. Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis, and Structural Equation Modelling were employed to analyse the data. The EFA outcome reveals that excitement, competence, and sophistication are the most significant qualities predicting BP in the mobile industry’s context. The result demonstrates that BP, indirectly through consumer brand identification and customer satisfaction, has a negative effect on consumer’s switching behaviour intention. Perceived product quality has a direct and indirect relationship with switching behaviour intention. Finally, it is revealed that BP has high impact on perceived product quality’s evaluation as well. Sage 2017-03-28 Article PeerReviewed text en http://eprints.sunway.edu.my/483/1/Nikhashemi.pdf Nikhashemi, Seyedrajab * and Valaei, Naser * and Tarofder, Arun Kumar (2017) Does brand personality and perceived product quality play a major role in mobile phone's consumers switching behaviour? Global Business Review, 18 (3). pp. 1-20. ISSN 0972-1509
institution Sunway University
building Sunway Campus Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Sunway University
content_source Sunway Institutional Repository
url_provider http://eprints.sunway.edu.my/
language English
topic BF Psychology
HM Sociology
spellingShingle BF Psychology
HM Sociology
Nikhashemi, Seyedrajab *
Valaei, Naser *
Tarofder, Arun Kumar
Does brand personality and perceived product quality play a major role in mobile phone's consumers switching behaviour?
description This study’s main objective is to explore the antecedents of consumer switching behaviour in the mobile industry’s context. At the same time, this study gives a closer focus on the roles that brand personality (BP) and perceived product quality play in customer satisfaction, consumer brand identification, and switching behaviour. Using a self-structured questionnaire, 381 usable responses were recorded for data analysis. Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis, and Structural Equation Modelling were employed to analyse the data. The EFA outcome reveals that excitement, competence, and sophistication are the most significant qualities predicting BP in the mobile industry’s context. The result demonstrates that BP, indirectly through consumer brand identification and customer satisfaction, has a negative effect on consumer’s switching behaviour intention. Perceived product quality has a direct and indirect relationship with switching behaviour intention. Finally, it is revealed that BP has high impact on perceived product quality’s evaluation as well.
format Article
author Nikhashemi, Seyedrajab *
Valaei, Naser *
Tarofder, Arun Kumar
author_facet Nikhashemi, Seyedrajab *
Valaei, Naser *
Tarofder, Arun Kumar
author_sort Nikhashemi, Seyedrajab *
title Does brand personality and perceived product quality play a major role in mobile phone's consumers switching behaviour?
title_short Does brand personality and perceived product quality play a major role in mobile phone's consumers switching behaviour?
title_full Does brand personality and perceived product quality play a major role in mobile phone's consumers switching behaviour?
title_fullStr Does brand personality and perceived product quality play a major role in mobile phone's consumers switching behaviour?
title_full_unstemmed Does brand personality and perceived product quality play a major role in mobile phone's consumers switching behaviour?
title_sort does brand personality and perceived product quality play a major role in mobile phone's consumers switching behaviour?
publisher Sage
publishDate 2017
url http://eprints.sunway.edu.my/483/1/Nikhashemi.pdf
http://eprints.sunway.edu.my/483/
_version_ 1644324330314661888
score 13.251813

類似資料