Title: Examining the mediation effect of exogenous variables over brand switching behaviour: evidence from Indian women consumers

Authors: A.M. Sakkthivel; V. Moovendhan

Addresses: School of Management, Kumaraguru College of Liberal Arts and Science, Coimbatore, India ' CMS Business School, Jain University, Bangalore, India

Abstract: This paper focuses on finding the mediation effect of selected exogenous variables between the marketing mix and brand switching intentions. The paper chose certain exogenous variables such as peer and reference groups, society, brand value, external consultants, and intended to identify the mediating effect of such variables over marketing mix variables and brand switching intentions of women consumers. The study has been conducted among 250 women consumers of personal care products and the results revealed that: 1) all the selected exogenous variables have a positive mediation effect over brand switching intentions; 2) peer and reference groups found to have higher mediation effect followed by society, brand value and external consultants respectively and the implications are discussed.

Keywords: brand switching intention; marketing mix; peer and reference groups; external consultant; social influence; mediation effect; women consumers; personal care products; India.

DOI: 10.1504/IJBEX.2023.135487

International Journal of Business Excellence, 2023 Vol.31 No.4, pp.500 - 520

Received: 18 Aug 2020
Accepted: 13 Dec 2020
Published online: 15 Dec 2023 *

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