Do consumption Values Have an Effect on Brand Switching Behavior? "An Applied Study on Smartphone Users in Egypt"
Elsubbaugh, P., Sabry, D., Mousa, S. (2025). Do consumption Values Have an Effect on Brand Switching Behavior? "An Applied Study on Smartphone Users in Egypt". EKB Journal Management System, 4(14), 2017-2058. doi: 10.21608/rijcs.2025.357305.1260
Prof. Shawky M. Elsubbaugh; Dr. Doaa Sabry; Sohaila Mohamed Mousa. "Do consumption Values Have an Effect on Brand Switching Behavior? "An Applied Study on Smartphone Users in Egypt"". EKB Journal Management System, 4, 14, 2025, 2017-2058. doi: 10.21608/rijcs.2025.357305.1260
Elsubbaugh, P., Sabry, D., Mousa, S. (2025). 'Do consumption Values Have an Effect on Brand Switching Behavior? "An Applied Study on Smartphone Users in Egypt"', EKB Journal Management System, 4(14), pp. 2017-2058. doi: 10.21608/rijcs.2025.357305.1260
Elsubbaugh, P., Sabry, D., Mousa, S. Do consumption Values Have an Effect on Brand Switching Behavior? "An Applied Study on Smartphone Users in Egypt". EKB Journal Management System, 2025; 4(14): 2017-2058. doi: 10.21608/rijcs.2025.357305.1260

Do consumption Values Have an Effect on Brand Switching Behavior? "An Applied Study on Smartphone Users in Egypt"

مجلة راية الدولية للعلوم التجارية
Volume 4, Issue 14, July 2025, Page 2017-2058  XML PDF (825.1 K)
Document Type: المقالة الأصلية
DOI: 10.21608/rijcs.2025.357305.1260
View on SCiNiTO View on SCiNiTO
Authors
Prof. Shawky M. Elsubbaugh* 1; Dr. Doaa Sabry* 2; Sohaila Mohamed Mousa* 3
1Professor of Business Administration Former Dean of the Faculty of Commerce, Menoufia University
2Lecturer of Business Administration Faculty of Commerce-Menoufia University
3Demonstrator in B.A.Dept. Faculty of Commerce-Menoufia University
Abstract
The purpose of this research is to investigate the effect of consumption values which are (functional value, emotional value, social value and epistemic value), .
on brand switching behavior of smartphone users in Egypt. The research adopted a  quantitative approach, the sample of this research consist of smartphone users in Egypt who switch at least one time between different smartphone brands in Egypt, the researcher gathering data using an online questioner which was distributed on different social media platforms (Facebook, WhatsApp, Telegram and Instagram), 384 valid responses were collected for the structural equation modeling analysis, data analysis and hypothesis testing were conducted using SPSS software  v.27.
 The results of this research demonstrated that all the consumption values have a negative influence on brand switching behavior. whereas, the emotional values have the most influential effect on brand switching behavior. while functional value has the least influence. The results presented in this research may be useful for policymakers in adjusting tactics and strategies to minimize or prevent customers from switching their brands to another competitive brand and promote brand commitment, which leads to brand loyalty, that is considered a cornerstone of success for smartphone companies.
Keywords
Consumption values; Functional value; Emotional value; social value
Statistics
Article View: 62
PDF Download: 61