Deakin University
Browse

File(s) under permanent embargo

An analysis of the involvement-commitment relationship across product categories

conference contribution
posted on 2004-01-01, 00:00 authored by Julian Vieceli, Robin 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

Title of proceedings

ANZMAC 2004 : marketing accountabilities and responsibilities, conference proceedings

Event

Australian & New Zealand Marketing Academy. Conference (2004 : Victoria University of Wellington)

Pagination

1 - 7

Publisher

ANZMAC

Location

Wellington, New Zealand

Place of publication

Dunedin, N.Z.

Start date

2004-11-29

End date

2004-12-01

ISBN-13

9780475122148

ISBN-10

0475122143

Language

eng

Publication classification

E1 Full written paper - refereed

Copyright notice

2004, ANZMAC

Editor/Contributor(s)

J Wiley, P Thirkell

Usage metrics

    Research Publications

    Categories

    No categories selected

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC