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An empirical investigation of the relationship between product involvement and brand commitment
Author(s) -
Warrington Patti,
Shim Soyeon
Publication year - 2000
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/1520-6793(200009)17:9<761::aid-mar2>3.0.co;2-9
Subject(s) - optimal distinctiveness theory , psychology , product (mathematics) , brand awareness , empirical research , social psychology , product category , empirical evidence , advertising , business , mathematics , statistics , geometry , philosophy , epistemology
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 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.