Strong brand commitment has often been associated with high levels of involvement. However, empirical evidence supporting the conceptual distinctiveness of the two constructs has been equivocal. The findings of this study indicate that product involvement and brand commitment are not highly related and, indeed, represent unique constructs. Four distinct consumer segments emerged from the data analysis based upon low to high levels of product involvement and weak to strong brand commitment. Furthermore, various differences were revealed among the four groups with respect to product orientations, sources of brand information, and the importance of product attributes. © 2000 John Wiley & Sons, Inc.

This study was to develop a value‐based model of career attitude and expected choice behavior in the context of retail management. A total of 754 college students nationwide returned a mailed survey. A structural equation modeling technique was used to test the hypotheses. The findings indicate that personal values had an influence on all three aspects of retail career attitude, which in turn had a direct influence on the expected choice behavior. The examination of the total effects indicates that the extent to which self‐actualizing values and social affiliation values influence expected retail career choice indirectly through retail career attitudes was similar, although their roles were somewhat different in terms of their path of influence. The intrinsic aspect of retail career attitude had the greatest effect on expected retail career choice, followed by the extrinsic and lifestyle flexibility aspects of retail career attitude. Theoretical and educational implications are presented.