Explaining brand switching behavior using pull-push-mooring theory and the theory of reasoned action

Elahe Kordi Ghasrodashti*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

40 Citations (Scopus)


The purpose of this study is to examine the antecedents of customers' brand-switching behavior with a theoretical approach. The model is developed by using the theory of pull-push-mooring (PPM) and theory of reasoned action (TRA) to examine consumers' brand-switching behavior. The main reason of this fusion is that PPM theory can't predict the customers' behavior. By applying TRA, this disadvantage can be solved. As such, the importance of fusion of both PPM and TRA is that non-behavioral and behavioral variables are considered. In this paper, traditional TRA is extended by online subjective norms which can affect customers' behavior. A total of 402 customers in two large cities of Iran responded to the questionnaire. SPSS and PLS method were employed to analyze the data. The results showed that mooring factors included attitude, switching costs and online subjective norms were significant predictors for customers' brand-switching behavior. Also, pull factor included alternative attractiveness and only one factor of push factors (price) impacted brand-switching behavior. Manufacturers need to know more about the important factors of brand-switching behavior to formulate effective strategy to decrease consumers' brand switching so that manufacturers can achieve competitive advantage and earn more market share. Also, this study contributes to the academia by expanding TRA.

Original languageEnglish
Pages (from-to)293-304
Number of pages12
JournalJournal of Brand Management
Issue number4
Publication statusPublished - 1 Jul 2018
Externally publishedYes


  • Brand-switching behavior
  • Home appliances market
  • Pull-push-mooring theory
  • Theory of reasoned action


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