The Influence of Product Involvement on Brand Loyalty

Subject Areas : Jounal of Marketing Management

H. R. Saeidnia ¹ , S. Jamalinejad ²

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Received: 2013-09-22 Accepted : 2013-09-22 Published : 2010-03-21

Keywords: Brand Loyalty, Product Involvement, interest, Hedonic Value, Sign Value, Risk Probability, Risk Importance,

Abstract :

Brand loyalty is a fundamental concept in strategic marketing. Companies plan marketing strategies to increase brand loyalty, maintain their market share, and garner higher profits. Having a large number of loyal customers helps the organization decrease marketing costs and gain competitive advantages. Loyal customers are an asset for a brand and have been identified as a major determinant of brand equity. The purpose of this study is to evaluate the influence of product involvement on brand loyalty using Kapferer and Laurent’s Consumer Involvement Profile (CIP). A total of 270 usable questionnaires were collected from students of I.A.U. Tehran Science and Research Branch University. In this study, a cell phone was selected as the product, and Structural Equation Model (SEM) was used to analyze results. It was found that product involvement has a positive effect on brand loyalty and that brand loyalty is affected by all dimensions of product involvement. Interest and hedonic value, sign value, and risk importance positively affect brand loyalty, while risk probability and brand loyalty have a significant and reversed relationship.