EconPapers    
Economics at your fingertips  
 

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

Ghizlane Arifine (), Reto Felix () and Olivier Furrer

No 501, FSES Working Papers from Faculty of Economics and Social Sciences, University of Freiburg/Fribourg Switzerland

Abstract: 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

Keywords: Multi-brand loyalty; relationship marketing; decision-making heuristics; mixed method design; grounded theory; thematic analysis (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Pages: 56 pages
Date: 2019-01-29
New Economics Papers: this item is included in nep-com, nep-ipr and nep-mkt
References: Add references at CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
https://doc.rero.ch/record/323981/files/WP_SES_501.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:fri:fribow:fribow00501

Ordering information: This working paper can be ordered from
http://doc.rero.ch/record/323981

Access Statistics for this paper

More papers in FSES Working Papers from Faculty of Economics and Social Sciences, University of Freiburg/Fribourg Switzerland Bd de Pérolles 90, CH-1700 Fribourg. Contact information at EDIRC.
Bibliographic data for series maintained by Mustapha Obbad ().

 
Page updated 2024-05-14
Handle: RePEc:fri:fribow:fribow00501