Brand switching in clothing: The role of variety-seeking drive and product category-level characteristics

Nina Michaelidou, Sally Dibb

Research output: Contribution to journalArticlepeer-review

24 Citations (Scopus)


The study explores the impact of internal factors such as variety-seeking drive, loyalty, involvement, perceived risk, pleasure and similarity perceptions on brand-switching propensity in clothing purchases using multiple regression. The model derived shows that five internal factors including involvement, perceived risk, loyalty and variety-seeking drive have an impact on brand switching propensity. The findings highlight that highly involved and loyal consumers are likely to show brand-switching propensities in their clothing purchases, thus buying from a repertoire of brands and stores. These findings imply that retailers should ensure that their clothing brands or stores are among those in the multi-brand repertoire of the consumer. The Author. Journal compilation 2009 Blackwell Publishing Ltd.

Original languageEnglish
Pages (from-to)322-326
Number of pages5
JournalInternational Journal of Consumer Studies
Issue number3
Publication statusPublished - 27 Apr 2009
Externally publishedYes


  • Brand switching propensity
  • Clothing purchases
  • Involvement
  • Product category-level characteristics
  • Variety seeking drive

ASJC Scopus subject areas

  • Applied Psychology
  • Economics and Econometrics
  • Public Health, Environmental and Occupational Health
  • Marketing


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