Brand switching

Sometimes known as brand jumping, brand switching is the process of choosing to switch from routine use of one product or brand to steady usage of a different but similar product. Much of the advertising process is aimed at encouraging brand switching among consumers, thus helping to grow market share for a given brand or set of brands. Switching behavior is defined as defection or customer exit (Stewart, 1994; Hirschman, 1970). According to Boote (1998) and Bolton & Bronkhurst (1995), switching behavior reflects the decision that a customer makes to stop purchasing a particular service or patronising the service firm completely. Brand switching is when a consumer or group of consumers switches their allegiance from one brand of a certain type of product to another. This brand switching may be temporary, (example: if Pantene is not available at the shop a consumer may buy Dove as their next preference) or it may be longer lasting, perhaps for example in the case of products that last longer or from which switching away is harder.