Product involvement/brand loyalty: is there a link?
Abstract
In an empirical examination of the link between product involvement and brand loyalty, a convenience sample of 253 students were asked to complete a questionnaire relating to two products which had been found in preliminary qualitative research to be associated with contrasted levels of involvement. The factor structure of involvement was found to vary between the two product categories (sneakers and pens). Furthermore, the link between product involvement and brand loyalty was found to involve different aspects of product involvement for each of the products concerned. Hence, future researchers in the area should be mindful that product involvement and brand loyalty are not universal constructs: they should be examined within specific consumer and product parameters.
Keywords
Citation
Quester, P. and Lin Lim, A. (2003), "Product involvement/brand loyalty: is there a link?", Journal of Product & Brand Management, Vol. 12 No. 1, pp. 22-38. https://doi.org/10.1108/10610420310463117
Publisher
:MCB UP Ltd
Copyright © 2003, MCB UP Limited