TY  - JOUR
AB  - Purpose– The purpose of this research is to provide a deeper, constructivist account of multi-brand loyalty. Previous literature has acknowledged the existence of multi-brand loyalty, but described it from a narrow, rational and primarily utilitarian point of view. Design/methodology/approach– The study is based on open-ended, depth interviews. Data were labeled, coded and classified into different topics, and thematic analysis was used to identify three dominant themes. Findings– Multi-brand loyalty emerged in three forms: biased, specialized and perfect substitutes. These relationships may undergo dynamic transformations over time. Further, family tradition and perceived freedom were identified as two important motivations for consumers to be loyal to more than one brand. The managerial implications address suggestions on how companies can avoid that consumers become loyal to several brands instead of maintaining single-brand loyalty. Originality/value– The study is the first to address multi-brand loyalty based on a qualitative research approach and provides preliminary insights into occurrences and motivations related to the construct.
VL  - 17
IS  - 4
SN  - 1352-2752
DO  - 10.1108/QMR-11-2012-0053
UR  - https://doi.org/10.1108/QMR-11-2012-0053
AU  - Felix Reto
PY  - 2014
Y1  - 2014/01/01
TI  - Multi-brand loyalty: when one brand is not enough
T2  - Qualitative Market Research: An International Journal
PB  - Emerald Group Publishing Limited
SP  - 464
EP  - 480
Y2  - 2024/04/25
ER  -