Moderating Role of Product Involvement on the Relationship Between Brand Personality and Brand Loyalty

Drawing from observations by consumer behavior theorists and product involvement studies, the present study seeks to investigate the moderating role of product involvement on the relationship between brand personality and brand loyalty. A total of 958 respondents participated in this study. They com...

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Bibliographic Details
Published in:Journal of internet banking and commerce : JIBC 2014-08, Vol.19 (2), p.1
Main Authors: Lada, Suddin, Sidin, Samsinar Md, Cheng, Kenny TeohGuan
Format: Article
Language:English
Subjects:
Brand identification
Brand loyalty
Brand preferences
Consumer behavior
Consumers
Corporate image
Correlation analysis
Customer satisfaction
Hypotheses
Influence
Liquor
Market shares
Product image
Questionnaires
Roles
Sport clothes
Studies
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Summary:Drawing from observations by consumer behavior theorists and product involvement studies, the present study seeks to investigate the moderating role of product involvement on the relationship between brand personality and brand loyalty. A total of 958 respondents participated in this study. They completed a 14-items questionnaire to measure product involvement and a 32-items and 16-items questionnaire to measure brand personality and brand loyalty, respectively. Results suggest that the effect of product involvement related to brand personality and brand loyalty is partly moderated, wherein the impact is greater for low involvement consumer groups than for moderate and high involvement consumer groups for both dimensions of 'excitement' and 'ruggedness'. The present study has also revealed that product involvement increases the direct effect of excitement and ruggedness of brand personality dimension on brand loyalty. However, product involvement decreases the direct effect of sincerity, competence, and sophistication of brand personality dimension on brand loyalty.
ISSN:1204-5357
1204-5357