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• W2947127110 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 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." @default.
• W2947127110 created "2019-06-07" @default.
• W2947127110 creator A5032638935 @default.
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• W2947127110 creator A5043441608 @default.
• W2947127110 date "2019-11-11" @default.
• W2947127110 modified "2023-09-24" @default.
• W2947127110 title "Multi-brand loyalty in consumer markets: a qualitatively-driven mixed methods approach" @default.
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• W2947127110 doi "https://doi.org/10.1108/ejm-07-2017-0474" @default.
• W2947127110 hasPublicationYear "2019" @default.
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