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...