Abstract
This study is aimed at exploring the influence of product promotion, brand loyalty, and personal income on the brand switch intention. The method used in this study is a two-version questionnaire distributed to the ADSL users in Taiwan through Intrnet [sic]. The research findings are as follows: 1. No matter how high their brand loyalty and personal incomeare [sic], the ADSL customers will pay more attention on the price promotion; 2. To the ADSL customers whose brand loyalty and personal incomeare [sic] are low, both price promotion and non-price promotion are effective to their brand swithing [sic] intention.
| Keywords: | brand switch; brand loyalty; promotion; ADSL |
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