... than satisficers in the context of the push, pull, and mooring factors. Originality/value By integrating the push-pull-mooring framework and the maximizing mindset theory, this research proposes a novel research model and the empirical testing results support six hypotheses. The findings add...

... Emerald Publishing Limited Licensed re-use rights only Brand switching Push–pull–mooring framework Brand community engagement Smartphone Recent years have witnessed the substantial growth of smartphones (Hsu and Nguyen, 2019). With the development of technology, smartphone manufacturers...