| Summary: | 碩士 === 國立中興大學 === 行銷學系 === 91 === The Influence of Brand and Advertising Cognition on
Brand Switching Behavior
Abstract
This study intends to analyze consumers’ brand switching intentions and how the cognition of brand and advertising affects the brand switching possibilities. Four different products with various duration and purchasing frequencies are considered in the study, including mobile phones, notebook computers, sports shoes, and carbonated drinks. The path analysis is applied in this study to investigate the relationships among cognition of brand and advertising related factors, motivations of brand switching, purchasing motives, and purchasing intentions. Furthermore, the multinomial logistic regression model is utilized in this study to analyze how the variables that explain purchasing intentions affect the possibilities of brand switching.
Since the reasons of switching brands for nondurable goods may be different from the reasons of switching brands for durable goods, four formats of questionnaires are designed with similar layouts for four product categories. The survey was conducted in April 2003. A total of 600 questionnaires were given to respondents, 515 of them were valid samples, including 135 of mobile phones, 122 of notebook computers, 130 of sports shoes, and 128 of carbonated drinks.
The results of the path analysis indicate that advertising processing influences brand association, and the brand association itself has impacts on brand positioning, brand attitudes, brand behavior, motivations of brand switching, and purchasing intentions. Although purchasing intentions and motivations of brand switching are not directly influenced by advertising, they are affected by advertising processing indirectly through brand association.
Based on the results of the multinomial logistic regression, product advertisements persuade consumers to switch brands, especially for mobile phones, notebook
computers, and carbonated drinks. Brands reduce the possibilities of switching intentions in general. The results also indicate that factors influencing consumers’ switching possibilities of sports shoes are different from other product categories. Advertisements and brands do not seem to affect consumers’ switching possibilities of sports shoes significantly.
Numerous factors affect consumers’ purchasing intentions, directly or indirectly. The findings of this research reveal that brands and advertising have some weights on brand switching intentions. Marketing managers can utilize brand and advertising related marketing strategies to influence consumers’ purchasing decisions.
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