Swinburne
Browse

An analysis of the involvement-commitment relationship across product categories

Download (202.9 kB)
conference contribution
posted on 2024-07-12, 12:43 authored by Julian VieceliJulian Vieceli, Robin N. Shaw
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.

History

Available versions

PDF (Published version)

ISBN

9780475122148

Journal title

Marketing accountabilities and responsibilities, the Australian and New Zealand Marketing Academy Conference (ANZMAC 2004), Wellington, New Zealand, 29 November-01 December 2004 / Jim Wiley and Peter Thirkell (eds.)

Conference name

Marketing accountabilities and responsibilities, the Australian and New Zealand Marketing Academy Conference ANZMAC 2004, Wellington, New Zealand, 29 November-01 December 2004 / Jim Wiley and Peter Thirkell eds.

Publisher

ANZMAC

Copyright statement

Copyright © 2004 The authors. The published version is reproduced in accordance with the copyright policy of the publisher.

Language

eng

Usage metrics

    Publications

    Categories

    No categories selected

    Keywords

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC