Date of Publication

3-20-2020

Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Claro Gañac

Defense Panel Chair

Reynaldo Bautista

Defense Panel Member

Carlo Saavedra
Joseph Emil Santos

Abstract/Summary

The objective of this paper is to examine the impacts of utilitarian product attributes of a challenger brand as moderated by the brand equity of the incumbent brand. Qualitative and quantitative research designs were both used in this study. The conceptual framework takes its foundations from the Push, pull, and moorings migration model of switching (PPM Model) that emphasizes that there are factors at the place of origin that induce (push) a person to leave and factors at the destination that attract (pull) the individual toward it. In this research, the push factors are the brand equity elements of the incumbent brand, while the pull factors are the utilitarian product attributes of the challenger brand which is San Marino Canned Tuna. The results of the study show that value for money versus the incumbent as a product attribute of the San Marino is a significant predictor of switching intent and the effect of San Marino’s product attributes towards switching intent tends to be weaker when brand equity of the incumbent brand is strong. However, disclosure or non-disclosure of the San Marino brand on trial is not a significant predictor variable. These findings indicate that when a company’s objective is to successfully convert users of the incumbent brands, San Marino Canned Tuna should clearly exhibit value superiority. On the other hand, in order for incumbent brands to ensure their customers are less likely to switch, the incumbent brand must continuously aim to strengthen its brand equity.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Brand choice; Consumers' preferences

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Embargo Period

8-14-2022

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