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....