Liao, Junyun; Li, Muhua; Wei, Haiying; Tong, Zelin - In: Asia Pacific Journal of Marketing and Logistics 33 (2021) 7, pp. 1596-1614
Purpose: Recent years have witnessed the increasingly fierce competition amongst smartphone brands. Hence, smartphone firms urge to prevent current consumers from switching to maintain market position. Based on the push–pull–mooring (PPM) framework, this study aims to explore the drivers of...