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Research report

Multi-brand loyalty in consumer markets : a qualitatively-driven mixed methods approach

BP2-STS

    01.01.2019

56

Multi-brand loyalty
relationship marketing
decision-making heuristics
mixed method design
grounded theory
thematic analysis
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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Faculty
Faculté des sciences économiques et sociales et du management
Language
  • English
Classification
Economics
Other electronic version

Faculté SES

Series statement
  • Working Papers SES ; 501
License
License undefined
Identifiers
  • RERO DOC 323981
  • RERO R008890474
Persistent URL
https://folia.unifr.ch/unifr/documents/307279
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