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Research papers

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. The proposed approach assumes that the individual characteristics of...

Catalogue: Latin America 2002
Authors: Paulo Luís Gomes Alves, Silvia Aquino
May 12, 2002
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Citation

Alves and Aquino (2002a, May 12). Brand loyalty among mobile phone users. ANA - ESOMAR. Retrieved December 05, 2023, from


https://ana.esomar.org/documents/brand-loyalty-among-mobile-phone-users