Multi-brand loyalty in consumer markets : a qualitatively-driven mixed methods approach
BP2-STS
56
English
Purpose—Although multi-brand loyalty (MBL) in consumer markets has been identified in previous brand loyalty research, empirical studies have not yet explored the facets of its different types. This article seeks a deeper understanding of MBL by investigating its different types and facets. Design/methodology/approach—This study uses a sequential, qualitatively-driven mixed method design consisting of in- depth interviews and supplementary survey research. Findings—The findings of this study suggest that mood congruence, identity enhancement, unavailability risk reduction and market competition are the most important facets that explains the two types of MBL (complementary-based and product substitutes). Furthermore, the findings show that the family factor can motivate consumers to be multi-brand loyal by adding brands to an initially family- endorsed brand. Research limitations/implications —This study advances the conceptual foundations of MBL and extends previous research on brand loyalty. Some of the findings may be limited to the economic and cultural context of relatively affluent countries with an abundance of market offers. Practical implications—Marketing managers gain insights into how to manage brand loyalty as well as how to transition from MBL to single-brand loyalty. Originality/value —The study generates novel insights into the facets of different types of MBL
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Collections
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Faculty
- Faculté des sciences économiques et sociales et du management
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Language
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Classification
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Economics
- Other electronic version
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Faculté SES
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Series statement
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License
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License undefined
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Identifiers
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RERO DOC
323981
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RERO
R008890474
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Persistent URL
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https://folia.unifr.ch/unifr/documents/307279
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