.../methodology/approach – The study is based on open-ended, depth interviews. Data were labeled, coded and classified into different topics, and thematic analysis was used to identify three dominant themes. Findings – Multi-brand loyalty emerged in three forms: biased, specialized and perfect substitutes...

... a number of depth interviews with key stakeholders and the data were analysed using Strauss' and Strauss and Corbin's guidelines. Findings This qualitative approach allowed great insight to be gained in a “messy” area. A number of regulatory options are suggested, ranging along a continuum from full...