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First. My way:

javascript:window.location = _spPageContextInfo.siteAbsoluteUrl + '/_layouts/closeConnection.aspx?loginasanotheruser=true' + '&Source=' + window.location;

Second. CSOM. I think this is not better solution because we have at least one request to server via executeQueryAsync just to get web url:

(function () {
var ctx = new SP. ( Read more... )