The impact of switching costs and brand communities on new product adoption: served-market tyranny or friendship with benefits

Volume: 28, Issue: 2, Pages: 140 - 153
Published: Mar 11, 2019
Abstract
Purpose The purpose of this paper is to investigate the competing effects of brand community participation, which should enhance loyalty to both the brand and to already-owned products, against switching costs, which should make consumers sensitive about the financial costs associated with new products. Design/methodology/approach Using the participation and weekly adoption data from 7,411 members in two brand communities and one product...
Paper Details
Title
The impact of switching costs and brand communities on new product adoption: served-market tyranny or friendship with benefits
Published Date
Mar 11, 2019
Volume
28
Issue
2
Pages
140 - 153
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