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ABSTRACT
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本英语毕业论文由英语论文网 www.51lunwen.org整理提供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.
The concept of involvement has received widespread attention in the
marketing domain over the last 30 years, particularly in the fields of
advertising and consumer behavior. Initial interest in involvement was
stimulated by early research on television advertising and on low-involvement
learning (Krugman, 1965, 1966/1967). Over the years, involvement
has been shown to influence a number of behavioral outcomes,
including search behavior and information processing (e.g.,
Bloch, Sherrell, & Ridgway, 1986; Celsi & Olson, 1988; Mantel & Kardes,
1999). Thus, high-involvement consumers are believed to be more
motivated to search for and actively process product- and store-related
information.
Additionally, when high-involvement consumers are satisfied, they
are expected to develop brand and store loyalties, and in doing so, represent
important market segments. For example, high-involvement
clothing consumers tend to shop more frequently and spend more money
on clothing than other consumers (Shim & Kotsiopulos, 1993). Marketing
strategies designed to attract and retain these consumers can potentially
lead to higher sales and a more satisfied core of committed
customers.
Although involvement has been theoretically linked to brand commitment
(Beatty & Kahle, 1988; Robertson, 1976; Traylor, 1981), there
is an apparent lack of consensus regarding the nature of the relationship
between the two constructs. On the one hand, empirical evidence of the
causal relationship between involvement and brand commitment lends
credence to the view that the two constructs are conceptually distinct
(Beatty, Kahle, & Homer, 1988; Mittal & Lee, 1989). On the other hand,
an opposing hypothesis holds that causal models of involvement–commitment
simply reflect varying degrees of attitudinal specificity (Beatty
et al., 1988; Lastovicka & Gardner, 1977).
Therefore, the main objective of this study was to demonstrate that
product involvement and brand commitment are not highly related and
may represent unique constructs. In order to achieve this objective, a
product-involvement vs. brand-commitment model (Cushing & Douglas-
Tate, 1985) was used as a research framework. Although this framework
is theoretically sound, it has not been rigorously tested. Further,
by extending product involvement along one continuum and brand commitment
along another, four distinct consumer segments are likely to
emerge. Managerially, a product-involvement–br本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。