brand switching

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The movement from one brand preference to another. Potential reasons for brand switching are: dissatisfaction with the current brand and its experiences; curiosity about another brand, possibly a newer one; an inducement to move from one brand to another; availability of a new or substitute brand, often making claims of superior performance or benefit; a move to multiple brand choices for reasons of variety, risk management, price consciousness, or simple indifference; coping with multiple preferences in the buyer group or as a way of capitalizing on various brand promotions at the same time.

Subjects: Marketing.

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