A causal model of consumer involvement

Mittal, Banwari; Lee, Myung‐Soo

doi:10.1016/0167-4870(89)90030-5

Cited by 497 publications

(426 citation statements)

References 14 publications

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“…Zaichkowsky's (1994) Personal Involvement Inventory (PII) scale measures three dimensions of involvement: personal, physical and situational dimensions. Since earlier researches engaged in effect product selection and buying decision of involvement (Mittal & Lee, 1989;Gyulavári & Dörnyei, 2012). The revised PII scale identifies affective and cognitive dimensions which include five items for both dimensions (Zaichkowsky, 1994).…”

Section: Involvement and The Role Of Customersmentioning

confidence: 99%

The Role of Customers’ Involvement in Value Co-creation Behaviour is Value Co-creation the Source of Competitive Advantage?

Ercsey¹

2017

JOC

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According to service dominant logic (SDL), customers are always active participants and collaborative partners in exchanges; therefore we should focus on the elements of consumer behaviour that are connected with the value co-creation. By involving the customers in service production, providers can capture customers' needs and maintain their competitiveness. The cutomers' roles may lead to a higher productivity and competitive quality for companies. Previous researches recognized two types of the customers' co-creation behaviour. First, it is the consumers' participation behaviour. Then, the other one is the consumers' citizenship behaviour. The goal of our study is to examine how the level of involvement influences two kinds of behaviour mentioned. Besides, we explore if respondents' participation behaviour or citizenship behaviour influence the perceived value of service provided. In 2015, for examination of our research questions, we carried out a quantitative research and applied quota sampling to obtain data from two target groups (X and Y generations). The activity and attitude of individuals related to performance of an extra-role in service interaction is less favourable than the required in-role behaviour. According to the results of our survey, the level of involvement influences the customers' mandatory behaviour and volunteer behaviour when working on a co-creation value. Empirically verifiable, the service users' activity in a value creation affects customers' value of the service.

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Section: Involvement and The Role Of Customersmentioning

confidence: 99%

The Role of Customers’ Involvement in Value Co-creation Behaviour is Value Co-creation the Source of Competitive Advantage?

Ercsey¹

2017

JOC

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“…handball, opera, etc. ; 2 items for each) Involvement items were adopted from Mittal and Lee (1989). Pre-Attitudes (3 items for sponsor and 2 items for object), Fit (3 items) and Sincerity (2 items) measures were adopted from Speed and Thompson (2000).…”

Section: Methodsmentioning

confidence: 99%

Does sponsorship work in the same way in different sponsorship contexts?

Olson

2010

European Journal of Marketing

150

143

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Research Paper PurposeThe development of a comprehensive model of high-level sponsorship effects that works well in both sports and cultural sponsorship contexts. Design/Methodology/ApproachThe sponsorship model is tested using survey data from target market representative samples in two professional sports contexts and two cultural contexts. FindingsThe model works almost equally well in both contexts. Furthermore, a more parsimonious mediated effects model provides virtually the same results as the full model. Improving attitude towards the sponsorship and object equity are found to be the most important factors for improving sponsor equity. The model also confirms earlier research on the importance of sponsor sincerity and sponsor-object fit in determining sponsorship effects. Research LimitationThe explained variance of the sincerity and object equity constructs was not as high as for other constructs in the model. Practical ImplicationsSponsorship managers should pre-test potential objects and sponsorship communications to make sure that constructs in the model such as fit, sincerity, sponsorship attitudes, and object equity are maximized to provide optimal sponsor equity. ValueThe model combines constructs from various literatures into a comprehensive model of highlevel sponsorship effects. Furthermore, while most previous sponsorship research have used convenience samples and/or fictional and/or single sponsorship contexts, the comprehensive model tested here is shown to have high external validity by its consistently good performance in predicting sponsorship effects using four real sponsorships and representative samples.

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“…65 -67 Product involvement is an internal state and indicates the degree of consumers ' arousal and interest in the product class. 68 Houston and Rothschild ' s 65 conceptualized consumer involvement as ' enduring ' , ' situational ' and ' response-based ' by relating them with sources for involvement. ' Enduring involvement ' is an ongoing interest consumers have in the product class, irrespective of the situation.…”

Section: Product Involvementmentioning

confidence: 99%

Influence of mall attributes and demographics on Indian consumers’ mall involvement behavior: An exploratory study

Khare

2012

J Target Meas Anal Mark

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Arpita Khareis a Faculty in Indian Institute of Management Rohtak, Haryana. She has a MBA degree in Marketing and DPhil in International Management. Her research interests span over consumer behavior, retailing, services marketing and supply chain management.ABSTRACT There has been a signifi cant growth of malls in India in the past two decades . The current research studies predictors to Indian consumers ' mall involvement with respect to mall attributes and demographic factors. Kapferer and Laurent ' s CIP was adapted to study consumers ' mall involvement. The fi ndings postulate that demographic factors (household income, age, gender) and mall factors (service and ambience) infl uence consumers ' mall involvement . The involvement predictors can help in planning mall ambience and assortment. This study attempts to fi ll the research gap on Indian consumers ' mall shopping behavior with respect to their involvement with mall attributes. The fi ndings can be helpful to mall managers and developers in mall-planning strategies.

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A causal model of consumer involvement

Cited by 497 publications

References 14 publications

The Role of Customers’ Involvement in Value Co-creation Behaviour is Value Co-creation the Source of Competitive Advantage?

The Role of Customers’ Involvement in Value Co-creation Behaviour is Value Co-creation the Source of Competitive Advantage?

Does sponsorship work in the same way in different sponsorship contexts?

Influence of mall attributes and demographics on Indian consumers’ mall involvement behavior: An exploratory study

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