Journal article

Multi-Brand Loyalty in Consumer Markets: A Qualitatively-Driven Mixed Methods Approach

BP2

  • 2019
Published in:
  • European Journal of Marketing. - 2019, vol. 53, no. 11, p. 2419-2450
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 paper aims to have 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 and how to transition from MBL to single-brand loyalty.

Originality/value
The study generates novel insights into the facets of different types of MBL.
Faculty
Faculté des sciences économiques et sociales et du management
Department
Département des sciences du Management
Language
  • English
Classification
Economics
License
Rights reserved
Open access status
green
Identifiers
Persistent URL
https://folia.unifr.ch/unifr/documents/320290
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