Marketing mix, word of mouth, variety seeking and brand awareness in explaining brand switching: A systematic literature review

Brand switching has become an important issue in consumer behavior research as increasing market competition and product alternatives encourage consumers to switch from one brand to another. However, previous studies have reported fragmented findings regarding the determinants of brand switching, highlighting the need for a comprehensive synthesis. This study aims to identify the major determinants of brand switching and develop an integrated conceptual framework through a Systematic Literature Review (SLR). A total of 50 peer-reviewed journal articles published between 1978 and 2025 were systematically reviewed and analyzed using a narrative synthesis approach. The findings indicate that brand switching is primarily influenced by four key determinants: Marketing Mix, Word of Mouth (WOM), Variety Seeking, and Brand Awareness. Marketing Mix and WOM function as external drivers that shape consumer evaluations, while Variety Seeking represents an intrinsic motivation to explore alternative brands and Brand Awareness strengthens brand preference, thereby reducing consumers' switching tendencies. The review also reveals a shift in brand switching research from analytical models toward integrated consumer behavior perspectives. This study contributes to the literature by synthesizing fragmented empirical evidence into an integrated conceptual framework that provides a theoretical foundation for future research on brand switching across different industries and market contexts.