Do consumption Values Have an Effect on Brand Switching Behavior? "An Applied Study on Smartphone Users in Egypt"

نوع المستند : المقالة الأصلية

المؤلفون

1 Professor of Business Administration Former Dean of the Faculty of Commerce, Menoufia University

2 Lecturer of Business Administration Faculty of Commerce-Menoufia University

3 Demonstrator in B.A.Dept. Faculty of Commerce-Menoufia University

المستخلص

The purpose of this research is to investigate the effect of consumption values which are (functional value, emotional value, social value and epistemic value), .
on brand switching behavior of smartphone users in Egypt. The research adopted a  quantitative approach, the sample of this research consist of smartphone users in Egypt who switch at least one time between different smartphone brands in Egypt, the researcher gathering data using an online questioner which was distributed on different social media platforms (Facebook, WhatsApp, Telegram and Instagram), 384 valid responses were collected for the structural equation modeling analysis, data analysis and hypothesis testing were conducted using SPSS software  v.27.
 The results of this research demonstrated that all the consumption values have a negative influence on brand switching behavior. whereas, the emotional values have the most influential effect on brand switching behavior. while functional value has the least influence. The results presented in this research may be useful for policymakers in adjusting tactics and strategies to minimize or prevent customers from switching their brands to another competitive brand and promote brand commitment, which leads to brand loyalty, that is considered a cornerstone of success for smartphone companies.

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