THE EFFECT OF CONSUMER INVOLVEMENT ON BRAND LOYALTY: A STUDY ON SMART PHONE PRODUCTS

Year 2016, Volume: 3 Issue: 4, 303 - 317, 30.12.2016

Volkan Ozbek , Aycan Kulahli

https://doi.org/10.17261/Pressacademia.2016.336

Abstract

The main aim of this study is
to reveal the effect of consumers’ product involvement levels on their brand
loyalty in terms of smart phones. Another purpose of this study is to detect
whether this predicted effect differ based on gender. In order to achieve this
goal, a research was implemented by using face to face survey method on 665
Balıkesir University Burhaniye School of Applied Science students who are
determined with convenience sampling method. The reason of using this sample is
the anticipation of that university students’ consciousness and involvement
levels about smart phones might be higher than other populations. In order to
determine consumer involvement level, Consumer Involvement Profiles (CIP),
which is developed by Kapferer and Laurent (1985) and one of commonly used
scales in consumer involvement researches, was used. As for brand loyalty, a
6-item scale that developed by Zeithaml, Berry, and Parasuraman (1996) as five
items and one dimension, and then, adapted by Lam, Shankar, Erramilli, and
Murthy (2004) as two dimensions (repurchase/ patronage and recommendation) by
adding one item to repurchase/ patronage dimension, was used. The research
results demonstrate that symbolic value, risk probability, and hedonic value
dimensions of consumer involvement have effects on repurchase/ patronage
dimension of brand loyalty. In addition, the results support that interest,
symbolic value, risk probability, and hedonic value dimensions of consumer
involvement have effects on recommendation dimension of brand loyalty. When
these results evaluated from the point of gender, some different findings were
obtained. With reference to these results, the findings were interpreted and
the study was concluded with suggestions to researchers and managers. 

Keywords

Consumer involvement, brand loyalty, consumer involvementpProfiles, smart phone

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