An analysis of the involvement-commitment relationship across product categories
Contribuinte(s) |
Wiley, Jim Thirkell, Peter |
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Data(s) |
01/01/2004
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Resumo |
An involvement-commitment-loyalty model is proposed and tested with AMOS. The results for fast-moving-consumer-goods (fmcg) are consistent with the theory. Ego involvement influences purchase involvement, which influences brand commitment, which influences customer loyalty. The results for the more ego-involved service of hair stylists, however, showed a different result. Purchase loyalty did not mediate the relationship between ego involvement and brand commitment, but instead ego involvement had a direct relationship with brand commitment.<br /> |
Identificador | |
Idioma(s) |
eng |
Publicador |
ANZMAC |
Relação |
http://dro.deakin.edu.au/eserv/DU:30005365/vieceli-analysisofthe-2004.pdf http://smib.vuw.ac.nz:8081/WWW/ANZMAC2004/CDsite/papers/Vieceli1.PDF |
Direitos |
2004, ANZMAC |
Palavras-Chave | #commitment #involvement #customer loyalty |
Tipo |
Conference Paper |