Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Business
The Effect Of Perceived Product Quality, Brand Personality, And Loyalty On Brand Switching Intention Of Technological Products, Lidya Nur Hanifati, Imam Salehudin
The Effect Of Perceived Product Quality, Brand Personality, And Loyalty On Brand Switching Intention Of Technological Products, Lidya Nur Hanifati, Imam Salehudin
The South East Asian Journal of Management
Research Aims: Laptops are essential in people's everyday lives. Since laptop utilization has been very high during the COVID-19 pandemic because of the restrictions imposed by the pandemic, many laptop manufacturers have made efforts to drive consumers to switch to their laptop brands. The main objective of this research is to examine how perceived product quality, brand personality, and loyalty affect brand switching intention. Design/methodology/approach: The data were collected online from 216 consumers. Structural Equation Modelling (SEM) was employed to analyse the data. Research Findings: The result demonstrates that perceived product quality, brand personality, and loyalty have both direct and …