What determines Brand Switching Intention of Technological Products?

What is it about?

This study investigates the factors influencing consumers' intention to switch laptop brands, focusing specifically on perceived product quality, brand personality, and brand loyalty. With the increased reliance on laptops during the COVID-19 pandemic, many manufacturers sought ways to attract customers away from competitors. To understand this phenomenon, data was gathered from 216 consumers through an online survey, and Structural Equation Modelling (SEM) was used to analyze the relationships between the variables. The findings reveal that all three factors—perceived product quality, brand personality, and loyalty—negatively impact consumers' intention to switch brands. This means that when consumers perceive a laptop brand as high-quality, view its personality positively, and feel loyal to it, they are less likely to switch to another brand. These results highlight the importance of these variables in shaping consumer behavior and their decisions regarding technological products. The study contributes to the existing literature by addressing a gap in research concerning the role of brand personality in influencing consumer brand identification and switching intention, particularly in the context of laptops. This research offers practical implications for laptop manufacturers, especially in Southeast Asia, by suggesting that companies can reduce brand switching by focusing on strengthening brand personality and maintaining high product quality to foster consumer loyalty. However, the study also acknowledges its limitations, noting that other factors such as product specifications, design, and price, which were not explored in this research, could also significantly influence consumers' brand-switching intentions. The authors suggest that future research should consider these factors to provide a more comprehensive understanding of brand-switching behavior in the technology sector.

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Photo by freestocks on Unsplash

Photo by freestocks on Unsplash

Why is it important?

This study is important because it addresses a critical aspect of consumer behavior in the technology sector—brand switching intention. In a highly competitive market like laptops, where consumer loyalty can make or break a brand's success, understanding the factors that influence whether a customer decides to switch to a competitor's brand is essential for manufacturers. During the COVID-19 pandemic, laptops became even more integral to people's daily lives due to remote work, online education, and other digital activities. This surge in demand intensified competition among laptop manufacturers, making it vital for companies to retain their customers and attract new ones. The study's focus on perceived product quality, brand personality, and loyalty provides valuable insights into how these factors can influence consumer decisions. By demonstrating that higher perceived quality, a stronger brand personality, and greater brand loyalty reduce the likelihood of brand switching, the study offers practical guidance for laptop manufacturers. It suggests that by enhancing these aspects, companies can foster stronger connections with their customers, reducing the risk of losing them to competitors. This is particularly important in regions like Southeast Asia, where market dynamics and consumer preferences may differ from other parts of the world. Furthermore, the study fills a gap in the existing literature by exploring the impact of brand personality on consumer behavior, an area that has been under-researched. Its findings contribute to a deeper understanding of how brands can strategically position themselves to maintain a competitive edge, especially in times of global uncertainty, such as during a pandemic.

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