Brand switching in clothing: the role of variety-seeking drive and product category-level characteristics

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    18 Citations (Scopus)

    Abstract

    The study explores the impact of internal factors such as variety-seeking drive, loyalty, involvement, perceived risk, pleasure and similarity perceptions on brand-switching propensity in clothing purchases using multiple regression. The model derived shows that five internal factors including involvement, perceived risk, loyalty and variety-seeking drive have an impact on brand switching propensity. The findings highlight that highly involved and loyal consumers are likely to show brand-switching propensities in their clothing purchases, thus buying from a repertoire of brands and stores. These findings imply that retailers should ensure that their clothing brands or stores are among those in the multi-brand repertoire of the consumer.
    Original languageEnglish
    Pages (from-to)322-326
    Number of pages5
    JournalInternational Journal of Consumer Studies
    Volume33
    Issue number3
    DOIs
    Publication statusPublished - 1 May 2009

    Keywords

    • involvement
    • clothing purchases
    • product category-level characteristics
    • variety seeking drive
    • Brand switching propensity

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