—Very little empirical work has been done to measure brand defection as one dimension of consumer-based brand equity. The purpose of the present research is to investigate and build the new model of consumer-based brand equity by exploring the knowledge of brand defection. The empirical survey was conducted using online closed-ended questionnaire which was sent to a sample of 350 users of social networks. Out of these we received 301 usable responses from mainland China. The main issues covered in the questionnaire are primarily related to consumer attitude toward seven telecom brands in the mainland Chinese market. These brands were: China Telecom, China Mobile, China Unicom, Nokia, Motorola, Huawei, and ZTE. Our findings concluded that brand defection has negative effect on brand equity; brand awareness has positive effect on brand defection; both brand loyalty and perceived quality have the negative effect on brand defection. The result also showed that Chinese consumers demonstrated a strong affinity toward the following brands (in order of priority): China Mobile, Nokia, Motorola, Unicom, China Telecom, Huawei, ZTE. On the other hand, consumers demonstrated a strong willing of defection toward the following brands (in order of priority): China Telecom, Huawei, ZTE, Motorola, Unicom, China Mobile, Nokia. In the end, we discussed both theoretical and practical implication.
—Brand defection, consumer-based brand equity, telecom brand.br />
Mingyue Qi is with the Institut Mines-Telecom/Telecom Ecole de Management, 9 rue Charles Fourier, 91011 Evry, France (E-mail: firstname.lastname@example.org).
Guoqin Zhao is with Institute of Finance and Economics, Centre University of Finance and Economics, No. 39 South road of academy, Haidian District, Beijing 10081 China (E-mail: email@example.com).
Shengliang Zong is with Management College, Lanzhou University, NO.222 TianShui road. Gansu 730000 (e-mail: firstname.lastname@example.org).
Cite:Mingyue Qi, Guoqin Zhao, and Shengliang Zong, "An Empirical Study of Brand Defection Influenced Consumer-Based Brand Equity," Journal of Economics, Business and Management vol. 1, no. 4, pp. 380-384, 2013.