Brand loyalty among mobile phone users

This paper assesses a method that enables market researchers to provide a comprehensive understanding of what determines consumer loyalty (or absence) in a product category.

Brand Loyalty Among Mobile Phone Users

Paulo Lus Gomes Alves and Silvia de Aquino Research International

Introduction

Changing brands is not easy for the customers and the attractions of a new brand or a new model have to be strong to make them move. The tendency to experiment can be influenced by the level of innovation of the total offer when buying a n