Dr. NG Chi Ho, MarkMarkDr. NG Chi HoDr. LAW Chui Chui, MonicaMonicaDr. LAW Chui ChuiLin, Kevin Ka-fuKevin Ka-fuLin2023-02-092023-02-092024Journal of Marketing Analytics, 2024, vol. 12, pp. 275-289.2050-33182050-3326http://hdl.handle.net/20.500.11861/7371Competition in the smartphone market has been keen and fierce, and customers’ switching behavior has become a primary concern for smartphone marketing. This study focuses on this issue by exploring the key determinants of brand switching in the context of smartphone marketing. A self-administrated questionnaire was used to collect data from 235 respondents. Furthermore, data analysis was conducted using partial least squares-structural equation modeling. The results revealed that brand commitment mediated the relationship among brand values, trust, self-congruence, and switching intention. Brand commitment, media influence, and alternative attractiveness are significantly related to brand switching of smartphone consumers. This study contributes to the empirical research of this area by introducing the role of media and self-congruence in a model that predicts the brand switching intention of smartphone consumers. Overall, this study enhances the understanding of the switching behavior of smartphone users, which can help marketers to develop strategies for customer retention.enConsumer ValueSelf Image CongruenceBrand CommitmentAlternative AttractivenessMedia InfluenceBrand Switching BehaviorPeer Reviewed Journal Article10.1057/s41270-022-00198-z