Brand switching in clothing: the role of variety‐seeking drive and product category‐level characteristics

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.