What drives multy-brand loyalty? some evidence from Malaysia

Abstract

'Multi-brand Loyalty' is the phenomenon where people are loyal to several brands for a product category. Theoretical and practical usefulness of the concept of Multi-brand loyalty has been proven. However, the issue of why customers decide to buy the multi-brand has received scant attention. This study explores the multi-brand buying intentions among the Malaysian consumers. The overall objective of the study is to gain the deeper understanding of customer multi-brand buying intention in the context of mobile phone service industry. Three focus group interviews and 7 in-depth interviews have been carried out to gain better insight regarding the factors that can lead to customer multi-brand loyal. The findings suggest that 'convenience', 'getting additional service benefits', 'attractiveness of alternatives' and 'price' may lead the consumers to multi-brand buying. Implications and limitations of the study are discussed along with suggestions for future research directions.