... and places the articles in context. Findings – Consumers and suppliers claim different perceptions of the determinants of brand switching. Determining what makes a brand attractive is therefore a critical matter when defining the appropriate strategy to prevent market share from eroding. It appears...

... struggle to name a favorite brand. Furthermore, compulsive buyers engage in more brand switching than non-compulsive buyers. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value...