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 AlvesandSilvia de AquinoResearch 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 new model, which has to take into account many products and service issues to attract users of the other brands. The customer choice at the moment of choosing a new handset is usually made among the group...

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