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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
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. 

References

  • Aaker, D.A., (1991). Managing brand equity, Free Press, New York, NY.
  • Antil, J. H., (1984). Conceptualization and operationalization of involvement. Advances in Consumer Research, 11, 203-209.
  • Babin, B. J., Darden, W. R., and Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656.
  • Batra, R., and Ahtola, O. T. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2(2), 159-170.
  • Bellenger, D. N., Steinberg, E., and Stanton, W. W. (1976). Congruence of store image and self image-as it relates to store loyalty. Journal of Retailing, 52(1), 17-32.
  • Biong, H., (1993). Satisfaction and loyalty to suppliers within the grocery trade. European Journal of Marketing, 27(7), 21-38.
  • Bloemer, J. M., and Kasper, H. D. (1995). The complex relationship between consumer satisfaction and brand loyalty. Journal of Economic Psychology, 16(2), 311-329.
  • Brucks, M., (1985). The effects of product class knowledge on information search behavior. Journal of Consumer Research, 12(1), 1-16.
  • Chao, P., and Rajendran, K. N. (1993). Consumer profiles and perceptions: country-of-origin effects. International Marketing Review, 10(2), 22-39.
  • Dekimpe, M. G., Steenkamp, J. B. E., Mellens, M., and Abeele, P. V. (1997). Decline and variability in brand loyalty. International Journal of Research in Marketing, 14(5), 405-420.
  • Elliott, R., and Hamilton, E. (1991). Consumer choice tactics and leisure activities. International Journal of Advertising, 10(4), 325-332.
  • Friedman, M. L., and Smith, L. J. (1993). Consumer evaluation processes in a service letting. Journal of Services Marketing, 7(2), 47-61.
  • Guthrie, M. F., and Kim, H. S. (2009). The relationship between consumer involvement and brand perceptions of female cosmetic consumers. Journal of Brand Management, 17(2), 114-133.
  • Hirschman, E. C., and Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. The Journal of Marketing, 46, 92-101.
  • https://www.ama.org/resources/pages/dictionary.aspx?dLetter=B, Erişim Tarihi: Nisan-2017
  • http://www.idc.com/promo/smartphone-market-share/vendor, Erişim Tarihi: Nisan-2017
  • Hupfer, N. T. and Gardner D. M. (1971), Differential involvement with products and issues: an exploratory study. In Proceedings of the Association for Consumer Research, 2nd Conference, D. M. Gardner, ed. College Park, MD, 262-269.
  • Jacoby, Jacob and David B. Kyner. 1973. Brand loyalty vs. repeat purchase behavior. Journal of Marketing Research, 10, 1-9.
  • Josiam, B. M., Kinley, T. R., and Kim, Y. K. (2005). Involvement and the tourist shopper: Using the involvement construct to segment the american tourist shopper at the mall. Journal of Vacation Marketing, 11(2), 135-154.
  • Iwasaki, Y., and Havitz, M. E. (1998). A path analytic model of the relationships between involvement. Psychological Commitment, and Loyalty. Journal of Leisure Research, 30(2), 256–280
  • Kapferer, J. N., and Laurent, G. (1993). Further evidence on the consumer involvement profile: five antecedents of involvement. Psychology & Marketing, 10(4), 347-355.
  • Leclerc, F., and Little, J. D. (1997). Can advertising copy make FSI coupons more effective?. Journal of Marketing Research, 34, 473-484.
  • Lee, J. K., and Lee, W. N. (2009). Country-of-origin effects on consumer product evaluation and purchase intention: the role of objective versus subjective knowledge. Journal of International Consumer Marketing, 21(2), 137-151.
  • Liang, C. J., and Wang, W. H. (2008). Do loyal and more involved customers reciprocate retailer's relationship efforts?. Journal of Services Research, 8(1), 63-90.
  • Lin, L. Y., and Chen, C. S. (2006). The influence of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions: an empirical study of insurance and catering services in taiwan. Journal of Consumer Marketing, 23(5), 248-265.
  • Lin, L. Y., and Zhen, J. H. (2005). Extrinsic product performance signaling, product knowledge and customer satisfaction: an integrated analysis–an example of notebook consumer behavior in taipei city. Fu Jen Management Review, 12(1), 65-91.
  • MacInnis, D. J., and Price, L. L. (1987). The role of imagery in information processing: review and extensions. Journal of Consumer Research, 13(4), 473-491.
  • Michaelidou, N., and Dibb, S. (2008). Consumer involvement: a new perspective. The Marketing Review, 8(1), 83-99.
  • Mittal, B., and Lee, M. (1988). Separating brand-choice involvement from product involvement via consumer involvement profiles. Advances in Consumer Research, 15, 43-49.
  • Mittal, B., and Lee, M. S. (1989). A causal model of consumer involvement. Journal of Economic Psychology, 10(3), 363-389.
  • Morris, J. D., Woo, C., Geason, J. A., and Kim, J. (2002). The power of affect: predicting intention. Journal of Advertising Research, 42(3), 717.
  • Nguyen Duc, D., (2013). Impact of product involvement factors on cell phone users' loyalty in Ho Chi Minh City (Doctoral dissertation, International University HCMC, Vietnam).
  • Oliver, L. Richard.. (1997). Satisfaction: a behavioral perspective on the consumer. New York: McGraw-Hill.
  • Oliver, R. L. (1999). “Whence Consumer Loyalty?”, The Journal of Marketing, 64, 33-44.
  • Overby, J. W., and Lee, E. J. (2006). The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business Research, 59(10), 1160-1166.
  • Quester, P., and Lim L. A. (2003). Product involvement/brand loyalty: is there a link?. Journal of Product and Brand Management, 12(1), 2238.
  • Petty, R. E., Cacioppo, J. T., and Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: the moderating role of involvement. Journal of consumer research, 10(2), 135-146.
  • Richins, M. L., and Bloch, P. H. (1986). After the new wears off: the temporal context of product involvement. Journal of Consumer Research, 13(2), 280-285.
  • Rodgers, W. C., and Schneider, K. C. (1993). An empirical evaluation of the Kapferer‐Laurent consumer involvement profile scale. Psychology & Marketing, 10(4), 333-345.
  • Roth, M. S., and Romeo, J. B. (1992). Matching product categeory and country image perceptions: a framework for managing country-oforigin effects. Journal of international Business Studies, 23(3), 477-497.
  • Rundle-Thiele, S., and Maio Mackay, M. (2001). Assessing the performance of brand loyalty measures. Journal of Services Marketing, 15(7), 529-546.
  • Rundle-Thiele, S., (2005). Exploring loyal qualities: assessing survey-based loyalty measures. Journal of Services Marketing, 19(7), 492-500.
  • Samiee, S., (1994). Customer evaluation of products in a global market. Journal of International Business Studies, 25(3), 579-604.
  • Suh, J. C., and Youjae, Y. (2006). When brand attitudes affect the customer satisfaction-loyalty relation: the moderating role of product involvement. Journal of Consumer Psychology, 16(2), 145-155.
  • Traylor, Mark B., (1981), Product involvement and brand commilment. Journal of Advertising, 21, 51-56.
  • Xue, F., (2008). The moderating effects of product involvement on situational brand choice. Journal of Consumer Marketing, 25(2), 85-94.
  • Warrington, P., and Shim, S. (2000). An empirical investigation of the relationship between product involvement and brand commitment”, Psychology and Marketing, 17(9), 761-782.
  • Wirtz, J., and Lee, M. C. (2003). An examination of the quality and context-specific applicability of commonly used customer satisfaction measures. Journal of Service Research, 5(4), 345-355.
  • Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341-352.
Year 2017, Volume: 3 Issue: 1, 646 - 665, 30.06.2017
https://doi.org/10.17261/Pressacademia.2017.641

Abstract

References

  • Aaker, D.A., (1991). Managing brand equity, Free Press, New York, NY.
  • Antil, J. H., (1984). Conceptualization and operationalization of involvement. Advances in Consumer Research, 11, 203-209.
  • Babin, B. J., Darden, W. R., and Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656.
  • Batra, R., and Ahtola, O. T. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2(2), 159-170.
  • Bellenger, D. N., Steinberg, E., and Stanton, W. W. (1976). Congruence of store image and self image-as it relates to store loyalty. Journal of Retailing, 52(1), 17-32.
  • Biong, H., (1993). Satisfaction and loyalty to suppliers within the grocery trade. European Journal of Marketing, 27(7), 21-38.
  • Bloemer, J. M., and Kasper, H. D. (1995). The complex relationship between consumer satisfaction and brand loyalty. Journal of Economic Psychology, 16(2), 311-329.
  • Brucks, M., (1985). The effects of product class knowledge on information search behavior. Journal of Consumer Research, 12(1), 1-16.
  • Chao, P., and Rajendran, K. N. (1993). Consumer profiles and perceptions: country-of-origin effects. International Marketing Review, 10(2), 22-39.
  • Dekimpe, M. G., Steenkamp, J. B. E., Mellens, M., and Abeele, P. V. (1997). Decline and variability in brand loyalty. International Journal of Research in Marketing, 14(5), 405-420.
  • Elliott, R., and Hamilton, E. (1991). Consumer choice tactics and leisure activities. International Journal of Advertising, 10(4), 325-332.
  • Friedman, M. L., and Smith, L. J. (1993). Consumer evaluation processes in a service letting. Journal of Services Marketing, 7(2), 47-61.
  • Guthrie, M. F., and Kim, H. S. (2009). The relationship between consumer involvement and brand perceptions of female cosmetic consumers. Journal of Brand Management, 17(2), 114-133.
  • Hirschman, E. C., and Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. The Journal of Marketing, 46, 92-101.
  • https://www.ama.org/resources/pages/dictionary.aspx?dLetter=B, Erişim Tarihi: Nisan-2017
  • http://www.idc.com/promo/smartphone-market-share/vendor, Erişim Tarihi: Nisan-2017
  • Hupfer, N. T. and Gardner D. M. (1971), Differential involvement with products and issues: an exploratory study. In Proceedings of the Association for Consumer Research, 2nd Conference, D. M. Gardner, ed. College Park, MD, 262-269.
  • Jacoby, Jacob and David B. Kyner. 1973. Brand loyalty vs. repeat purchase behavior. Journal of Marketing Research, 10, 1-9.
  • Josiam, B. M., Kinley, T. R., and Kim, Y. K. (2005). Involvement and the tourist shopper: Using the involvement construct to segment the american tourist shopper at the mall. Journal of Vacation Marketing, 11(2), 135-154.
  • Iwasaki, Y., and Havitz, M. E. (1998). A path analytic model of the relationships between involvement. Psychological Commitment, and Loyalty. Journal of Leisure Research, 30(2), 256–280
  • Kapferer, J. N., and Laurent, G. (1993). Further evidence on the consumer involvement profile: five antecedents of involvement. Psychology & Marketing, 10(4), 347-355.
  • Leclerc, F., and Little, J. D. (1997). Can advertising copy make FSI coupons more effective?. Journal of Marketing Research, 34, 473-484.
  • Lee, J. K., and Lee, W. N. (2009). Country-of-origin effects on consumer product evaluation and purchase intention: the role of objective versus subjective knowledge. Journal of International Consumer Marketing, 21(2), 137-151.
  • Liang, C. J., and Wang, W. H. (2008). Do loyal and more involved customers reciprocate retailer's relationship efforts?. Journal of Services Research, 8(1), 63-90.
  • Lin, L. Y., and Chen, C. S. (2006). The influence of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions: an empirical study of insurance and catering services in taiwan. Journal of Consumer Marketing, 23(5), 248-265.
  • Lin, L. Y., and Zhen, J. H. (2005). Extrinsic product performance signaling, product knowledge and customer satisfaction: an integrated analysis–an example of notebook consumer behavior in taipei city. Fu Jen Management Review, 12(1), 65-91.
  • MacInnis, D. J., and Price, L. L. (1987). The role of imagery in information processing: review and extensions. Journal of Consumer Research, 13(4), 473-491.
  • Michaelidou, N., and Dibb, S. (2008). Consumer involvement: a new perspective. The Marketing Review, 8(1), 83-99.
  • Mittal, B., and Lee, M. (1988). Separating brand-choice involvement from product involvement via consumer involvement profiles. Advances in Consumer Research, 15, 43-49.
  • Mittal, B., and Lee, M. S. (1989). A causal model of consumer involvement. Journal of Economic Psychology, 10(3), 363-389.
  • Morris, J. D., Woo, C., Geason, J. A., and Kim, J. (2002). The power of affect: predicting intention. Journal of Advertising Research, 42(3), 717.
  • Nguyen Duc, D., (2013). Impact of product involvement factors on cell phone users' loyalty in Ho Chi Minh City (Doctoral dissertation, International University HCMC, Vietnam).
  • Oliver, L. Richard.. (1997). Satisfaction: a behavioral perspective on the consumer. New York: McGraw-Hill.
  • Oliver, R. L. (1999). “Whence Consumer Loyalty?”, The Journal of Marketing, 64, 33-44.
  • Overby, J. W., and Lee, E. J. (2006). The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business Research, 59(10), 1160-1166.
  • Quester, P., and Lim L. A. (2003). Product involvement/brand loyalty: is there a link?. Journal of Product and Brand Management, 12(1), 2238.
  • Petty, R. E., Cacioppo, J. T., and Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: the moderating role of involvement. Journal of consumer research, 10(2), 135-146.
  • Richins, M. L., and Bloch, P. H. (1986). After the new wears off: the temporal context of product involvement. Journal of Consumer Research, 13(2), 280-285.
  • Rodgers, W. C., and Schneider, K. C. (1993). An empirical evaluation of the Kapferer‐Laurent consumer involvement profile scale. Psychology & Marketing, 10(4), 333-345.
  • Roth, M. S., and Romeo, J. B. (1992). Matching product categeory and country image perceptions: a framework for managing country-oforigin effects. Journal of international Business Studies, 23(3), 477-497.
  • Rundle-Thiele, S., and Maio Mackay, M. (2001). Assessing the performance of brand loyalty measures. Journal of Services Marketing, 15(7), 529-546.
  • Rundle-Thiele, S., (2005). Exploring loyal qualities: assessing survey-based loyalty measures. Journal of Services Marketing, 19(7), 492-500.
  • Samiee, S., (1994). Customer evaluation of products in a global market. Journal of International Business Studies, 25(3), 579-604.
  • Suh, J. C., and Youjae, Y. (2006). When brand attitudes affect the customer satisfaction-loyalty relation: the moderating role of product involvement. Journal of Consumer Psychology, 16(2), 145-155.
  • Traylor, Mark B., (1981), Product involvement and brand commilment. Journal of Advertising, 21, 51-56.
  • Xue, F., (2008). The moderating effects of product involvement on situational brand choice. Journal of Consumer Marketing, 25(2), 85-94.
  • Warrington, P., and Shim, S. (2000). An empirical investigation of the relationship between product involvement and brand commitment”, Psychology and Marketing, 17(9), 761-782.
  • Wirtz, J., and Lee, M. C. (2003). An examination of the quality and context-specific applicability of commonly used customer satisfaction measures. Journal of Service Research, 5(4), 345-355.
  • Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341-352.
There are 49 citations in total.

Details

Journal Section Articles
Authors

Ece Armagan This is me

Gokhan Akel

Publication Date June 30, 2017
Published in Issue Year 2017 Volume: 3 Issue: 1

Cite

APA Armagan, E., & Akel, G. (2017). THE EFFECT OF BRAND LOYALTY OF INVOLVEMENT TO PRODUCTS: THE SAMPLE OF MOBILE PHONE. PressAcademia Procedia, 3(1), 646-665. https://doi.org/10.17261/Pressacademia.2017.641
AMA Armagan E, Akel G. THE EFFECT OF BRAND LOYALTY OF INVOLVEMENT TO PRODUCTS: THE SAMPLE OF MOBILE PHONE. PAP. June 2017;3(1):646-665. doi:10.17261/Pressacademia.2017.641
Chicago Armagan, Ece, and Gokhan Akel. “THE EFFECT OF BRAND LOYALTY OF INVOLVEMENT TO PRODUCTS: THE SAMPLE OF MOBILE PHONE”. PressAcademia Procedia 3, no. 1 (June 2017): 646-65. https://doi.org/10.17261/Pressacademia.2017.641.
EndNote Armagan E, Akel G (June 1, 2017) THE EFFECT OF BRAND LOYALTY OF INVOLVEMENT TO PRODUCTS: THE SAMPLE OF MOBILE PHONE. PressAcademia Procedia 3 1 646–665.
IEEE E. Armagan and G. Akel, “THE EFFECT OF BRAND LOYALTY OF INVOLVEMENT TO PRODUCTS: THE SAMPLE OF MOBILE PHONE”, PAP, vol. 3, no. 1, pp. 646–665, 2017, doi: 10.17261/Pressacademia.2017.641.
ISNAD Armagan, Ece - Akel, Gokhan. “THE EFFECT OF BRAND LOYALTY OF INVOLVEMENT TO PRODUCTS: THE SAMPLE OF MOBILE PHONE”. PressAcademia Procedia 3/1 (June 2017), 646-665. https://doi.org/10.17261/Pressacademia.2017.641.
JAMA Armagan E, Akel G. THE EFFECT OF BRAND LOYALTY OF INVOLVEMENT TO PRODUCTS: THE SAMPLE OF MOBILE PHONE. PAP. 2017;3:646–665.
MLA Armagan, Ece and Gokhan Akel. “THE EFFECT OF BRAND LOYALTY OF INVOLVEMENT TO PRODUCTS: THE SAMPLE OF MOBILE PHONE”. PressAcademia Procedia, vol. 3, no. 1, 2017, pp. 646-65, doi:10.17261/Pressacademia.2017.641.
Vancouver Armagan E, Akel G. THE EFFECT OF BRAND LOYALTY OF INVOLVEMENT TO PRODUCTS: THE SAMPLE OF MOBILE PHONE. PAP. 2017;3(1):646-65.

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