Factors influencing brand switching behaviour on daily newspapers exploring direct and indirect relationships

Abstract

The conventional Media has had a prosperous heritage of generating revolutionary across different continents all across the earth Newspapers in particular can shape with pride that they have been observing too many such illustrations of national relevance and it has been proven point in excess The primary reason behind the expansion of the society into becoming information driven society is Media Newspapers have been considered as one of the oldest forms of media that influence the public when the nation needed their support Publishers Printers and Editors of newspapers across the globe have been incredibly influential and revolutionary by using the power of the pen to communicate their ideology and awareness for a better cultured and informed society History stands witness to all the mass movements that were highly motivated and supported by the print media Today the ethnicity of publishing newspaper are facing serious rethinking there are apparent signs of concern particularly in the emerging and mature media markets Newspapers are facing constant and improved competition from new media forms The decrease in print newspaper circulation has hastened in the last few years Crosbie 2004 In the era of social media it should perhaps try to rediscover itself to a newer news market Therefore this study would look into the important roles of factors influencing Brand Switching Behaviour BSB with respect to newspapers The role of BSB has been studied significantly in the past decades but there have been smaller number studies on identifying the factors influencing BSB despite their importance in imparting quality and enhancing competiveness newline