Arifine, Ghizlane; Felix, Reto; Furrer, Olivier - In: European Journal of Marketing 53 (2019) 11, pp. 2419-2450
Purpose: Although multi-brand loyalty (MBL) in consumer markets has been identified in previous brand loyalty research, empirical studies have not yet explored the facets of its different types. This paper aims to have a deeper understanding of MBL by investigating its different types and...