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.

Sports sponsorship: spectator's involvement and the effects on the identification and loyalty

“…Los resultados de este estudio extienden los hallazgos de investigaciones anteriores realizadas con productos y servicios (Park, 1996;Quester y Lim, 2003;Pérez, 2006) en las cuales se verificaba la influencia de la implicación con el producto en la lealtad hacia la marca, pero esta vez en el ámbito del patrocinio deportivo.…”

Marketing Communications Management

“…Therefore, brand commitment reflects the degree to which a brand is -firmly entrenched as the only acceptable choice within a product class‖ (Traylor, 1981), whereas brand loyalty can be considered as a way to simplify decision-making (Warrington & Shim, 2000). For the same reason, when looking at the links between both constructs, some authors have discussed the fact that brand commitment implies brand loyalty, but not vice versa (Quester & Lim, 2003;Traylor, 1981). Oliver (1999) also showed the evidence of attitudinal loyalty being an antecedent of behavioural brand loyalty by categorizing brand loyalty in four parts (cognitive, affective and conative and action loyalty phases).…”

Brand manifestation and retrieval effects as drivers of buying behavior in Mexico

“…Brand involvement often triggers product involvement among consumers. 22 However, in a competitive marketplace, low brand involvement may be coupled with high product involvement and vice versa . This is because involvement and loyalty are consumer-defi ned phenomena, as opposed to product-defi ned.…”