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

Ghizlane Arifine (Department of Management, University of Fribourg, Switzerland)
Reto Felix (College of Business and Entrepreneurship, University of Texas Rio Grande Valley, Edinburg, Texas, USA)
Olivier Furrer (Department of Management, University of Fribourg, Switzerland)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 31 May 2019

Issue publication date: 20 September 2019




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.


This study uses a sequential, qualitatively driven mixed-method design consisting of in-depth interviews and supplementary survey research.


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.


The study generates novel insights into the facets of different types of MBL.



Arifine, G., Felix, R. and Furrer, O. (2019), "Multi-brand loyalty in consumer markets: a qualitatively-driven mixed methods approach", European Journal of Marketing, Vol. 53 No. 11, pp. 2419-2450.



Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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