Building resistance to brand switching during disruptions in a competitive market

Dominic Appiah, Wilson Ozuem, Kerry E. Howell, Geoff Lancaster*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

22 Citations (Scopus)


This study investigates brand switching behaviour among consumers in a competitive market. Emphasis historically places functional utility at the expense of social meanings. Given the paucity of literature, this study adopts a grounded theory methodology based on a series of in-depth interviews among Smartphone users in the UK to access consumers’ insights and experiences of specific brands and provides consideration of market disruptions. Data from this study confirms that literature does not capture non-utilitarian factors such as socio-psychological benefits. Underlying factors explore how resistance can be built from an identity theory perspective that motivate consumers to continue buying specific brands.

Original languageEnglish
Pages (from-to)249-257
Number of pages9
JournalJournal of Retailing and Consumer Services
Early online date27 May 2019
Publication statusPublished - 1 Sept 2019
Externally publishedYes


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