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

Authors

Ghizlane Arifine
Reto Felix, The University of Texas Rio Grande Valley
Olivier Furrer

Document Type

Article

Publication Date

9-20-2019

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.

Comments

Original published version available at https://doi.org/10.1108/EJM-07-2017-0474

Recommended Citation

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. https://doi.org/10.1108/EJM-07-2017-0474

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License

Publication Title

European Journal of Marketing

DOI

https://doi.org/10.1108/EJM-07-2017-0474