An analysis of the involvement-commitment relationship across product categories

Vieceli, Julian and Shaw, Robin 2004, An analysis of the involvement-commitment relationship across product categories, in ANZMAC 2004 : marketing accountabilities and responsibilities, conference proceedings, ANZMAC, Dunedin, N.Z., pp. 1-7.

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Title An analysis of the involvement-commitment relationship across product categories
Author(s) Vieceli, Julian
Shaw, Robin
Conference name Australian & New Zealand Marketing Academy. Conference (2004 : Victoria University of Wellington)
Conference location Wellington, New Zealand
Conference dates 29 November- 1 December 2004
Title of proceedings ANZMAC 2004 : marketing accountabilities and responsibilities, conference proceedings
Editor(s) Wiley, Jim
Thirkell, Peter
Publication date 2004
Start page 1
End page 7
Publisher ANZMAC
Place of publication Dunedin, N.Z.
Keyword(s) commitment
involvement
customer loyalty
Summary 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.
ISBN 9780475122148
0475122143
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2004, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005365

Document type: Conference Paper
Collection: Deakin Graduate School of Business
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