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

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...

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Bibliographic Details
Main Authors: Nikhashemi, Seyedrajab *, Valaei, Naser *, Tarofder, Arun Kumar
Format: Article
Language:English
Published: Sage 2017
Subjects:
BF Psychology
HM Sociology
Online Access:http://eprints.sunway.edu.my/483/
http://eprints.sunway.edu.my/483/1/Nikhashemi.pdf

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