A qualitative inquiry of multi-brand loyalty: some propositions and implications for mobile phone service providers
Purpose – It is evident that most consumers are polygamous and are loyal to several brands within a particular product or service category. This circumstance is coined as “multi-brand loyalty” (MBL). The present research tries to shade light on consumers' motivation to become a multi-brand loya...
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| Main Authors: | , , |
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| Format: | Article |
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Emerald Group Publishing Limited
2014
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| Subjects: | |
| Online Access: | http://eprints.utm.my/id/eprint/59577/ http://dx.doi.org/10.1108/APJML-02-2013-0023 |
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