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Empirical developments in the measurement of involvement, brand loyalty and their structural relationships in grocery markets

By Simon Knox and David Walker

Abstract

The paper reports on a research design that attempts to integrate prior theory on consumer involvement and brand loyalty through a unifying model which we test in a longitudinal study of grocery product purchasing. Using a previously identified and validated measure of involvement, together with a new test instrument to capture the dimensionality of brand loyalty, the model was estimated using LISREL. We report on our main finding which is to confirm the existence of a significant relationship between the two constructs in grocery markets. The implications of this for marketing theory and practice are discussed and future research directions signposted.School of Managemen

Topics: Brand involvement, brand commitment, consumer purchasing patterns, causal relationship modelling, grocery markets
Year: 1995
OAI identifier: oai:dspace.lib.cranfield.ac.uk:1826/1171
Provided by: Cranfield CERES

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