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...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Sage
2017
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| Online Access: | http://eprints.sunway.edu.my/483/ http://eprints.sunway.edu.my/483/1/Nikhashemi.pdf |
| _version_ | 1848801829622644736 |
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| author | Nikhashemi, Seyedrajab * Valaei, Naser * Tarofder, Arun Kumar |
| author_facet | Nikhashemi, Seyedrajab * Valaei, Naser * Tarofder, Arun Kumar |
| author_sort | Nikhashemi, Seyedrajab * |
| building | SU Institutional Repository |
| collection | Online Access |
| 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. |
| first_indexed | 2025-11-14T21:13:40Z |
| format | Article |
| id | sunway-483 |
| institution | Sunway University |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T21:13:40Z |
| publishDate | 2017 |
| publisher | Sage |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | sunway-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 |
| 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? |
| title | 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_short | 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? |
| topic | BF Psychology HM Sociology |
| url | http://eprints.sunway.edu.my/483/ http://eprints.sunway.edu.my/483/1/Nikhashemi.pdf |