THE EFFECT OF BRAND LOYALTY OF INVOLVEMENT TO PRODUCTS: THE SAMPLE OF MOBILE PHONE

Year 2017, Volume: 3 Issue: 1, 646 - 665, 30.06.2017

Ece Armagan Gokhan Akel

https://doi.org/10.17261/Pressacademia.2017.641

Abstract

Brands in a highly competitive environment is considered
as the main assets of businesses, businesses that create brand loyalty ensures
that there is a long period of time. In order to ensure brand loyalty also
consumers’ involvement need to be investigated. Brand loyalty is also a great
benefit in understanding consumers' level of involvement on the brand. The
product involvement required to understand consumer behavior is an important
factor on brand loyalty. In this study, the effect of the involvement factors
on the brand loyalty of the businesses used by the mobile phone users on the
brand are examined. First, a literature search for the factors that influence
brand loyalty, and each of these factors were discussed in detail. In the
study, Kapferer and Laurent (1985)’s Consumer Involvement Profile Scale (CIP)
has emerged. T-test, Anova and regression analysis, were used to test
hypotheses. The sub-factors of consumer involvement are interest and pleasure,
sign value, risk importance, risk probability, awareness of the product's
origin, product knowledge and awareness of product attributes. Differences
between the socio-demographic characteristics of the consumer and these
sub-dimensions have been identified. As a result of the study, it has been
determined that the “interest and pleasure”, “sign value”, “risk importance”,
“product knowledge” and “awareness of product attributes” factors of the mobile
phone users' involvement factors are related to brand loyalty. 

Keywords

Involvement, brand loyalty, consumer behavior, consumer involvement profile scale, mobile phone

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