THE IMPACT OF CONTEXTUAL FACTORS, BRAND LOYALTY AND BRAND SWITCHING ON PURCHASE DECISIONS YOUNG CONSUMERS

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SAFARZADEH H.; KHEIRY B.; AGHA SEYED AGHA R.

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Paper Information

Journal: JOURNAL OF MARKETING MANAGEMENT Year:2011 | Volume:6 | Issue:10 Page(s): 65-94

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Title

THE IMPACT OF CONTEXTUAL FACTORS, BRAND LOYALTY AND BRAND SWITCHING ON PURCHASE DECISIONS YOUNG CONSUMERS

Author(s)

SAFARZADEH H. | KHEIRY B. | AGHA SEYED AGHA R. | Issue Writer Certificate

Keywords

CONSUMER BEHAVIORQ2

CONTEXTUAL FACTORSQ1

BRAND LOYALTYQ2

BRAND SWITCHINGQ2

PURCHASE DECISIONSQ2

Abstract

The consumer culture in has evolved into one of the most powerful ingredients shaping individuals and societies in the modern world. Furthermore, Consumer operate in a dynamic and ever-changing environment, which in itself demands a re-examination of their behavioral intentions and purchase decision influences from time to time.This study looks in to how CONTEXTUAL FACTORS vis-à-vis loyalty and switching impact consumer purchase intentions. The statistical universe in this research includes students of Faculties of Islamic Azad University-Central Tehran Branch. (380 members select to form the statistical sample) The research method is Descriptive one. In order to gather data a questionnaire has been used. Content validity is used for testing validity of the question and Cronbach alpha method is used for reliability of questions. The analysis of results is done with Structural Equation Model (SEM).Study findings indicated that CONTEXTUAL FACTORS substantially influence BRAND LOYALTY and consumer’s PURCHASE DECISIONS. But contrary to the expectation, the impact of CONTEXTUAL FACTORS on BRAND SWITCHING was not significant. Moreover, a significantly positive relationship between BRAND LOYALTY Criteria and purchase decision was found. It is likewise between BRAND SWITCHING and purchase decision.The findings of this study highlight the importance of testing complex associations via holistic frameworks such as one presented in this study. These concepts provide useful insights for researchers and managers.

Cites

CONSUMER INVOLVEMENT AND PURCHASE DECISION (CELL PHONE AS A CASE SSTUDY)

References

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APA: Copy

SAFARZADEH, H., KHEIRY, B., & AGHA SEYED AGHA, R.. (2011). THE IMPACT OF CONTEXTUAL FACTORS, BRAND LOYALTY AND BRAND SWITCHING ON PURCHASE DECISIONS YOUNG CONSUMERS. JOURNAL OF MARKETING MANAGEMENT, 6(10), 65-94. SID. https://sid.ir/paper/219010/en

Vancouver: Copy

SAFARZADEH H., KHEIRY B., AGHA SEYED AGHA R.. THE IMPACT OF CONTEXTUAL FACTORS, BRAND LOYALTY AND BRAND SWITCHING ON PURCHASE DECISIONS YOUNG CONSUMERS. JOURNAL OF MARKETING MANAGEMENT[Internet]. 2011;6(10):65-94. Available from: https://sid.ir/paper/219010/en

IEEE: Copy

H. SAFARZADEH, B. KHEIRY, and R. AGHA SEYED AGHA, “THE IMPACT OF CONTEXTUAL FACTORS, BRAND LOYALTY AND BRAND SWITCHING ON PURCHASE DECISIONS YOUNG CONSUMERS,” JOURNAL OF MARKETING MANAGEMENT, vol. 6, no. 10, pp. 65–94, 2011, [Online]. Available: https://sid.ir/paper/219010/en

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