Pull–push–mooring theoryTheory of reasoned actionThe purpose of this study is to examine the antecedents of customers' brand-switching behavior with a theoretical approach. The model is developed by using the theory of pull–push–mooring (PPM) and......
An empirical study of brand microblog users' unfollowing motivations: the perspective of push-pull-mooring model Int. J. Inf. Manag., 52 (2020), Article 102066, 10.1016/j.ijinfomgt.2020.102066 View PDFView articleView in ScopusGoogle Scholar Tsai and Men, 2013 W.-H.S. Tsai, L.R. Men...
2018. Explaining brand switching behavior using pull–push–mooring theory and the theory of reasoned action. Journal of Brand Management 25(4): 293–304. Article Google Scholar Lee, J.E., S. Hur, and B. Watkins. 2018. Visual communication of luxury fashion brands on social media: ...
Push–pull–mooring frameworkBrand switchingPurpose Recent years have witnessed the increasingly fierce competition amongst smartphone brands. Hence, smartphone firms urge to prevent current consumers from switching to maintain market position. Based on the push鈥損ull鈥搈ooring (PPM) framework, this ...
Push-pull-mooring modelUnfollowingDiscontinuanceSocial mediaHighlights Dissatisfaction with information quality shows a positive influence on unfollowing intention. Person brand unfit positive influence BM unfollowing intention. Alternative attractive...