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


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