Abstract

Brands are viewed as the main asset of businesses. Marketers believe that branding is the art and cornerstone of marketing. But branding is not an easy task and several factors must be considered. Product involvement is an important factor in brand attitude and consequently in brand loyalty. This study was performed to investigate the effects of product involvement on brand loyalty. Data was collected from a sample of 379 questionnaires and was analyzed using structural equation modeling. The results showed that three dimensions, namely purchase interest, purchase pleasure, and sign value had a direct effect on brand loyalty. The two other dimensions of product involvement, which are risk probability and risk importance, had no effect on brand loyalty. So far, few studies have investigated the relationship between dimensions of product involvement and brand loyalty. Many researchers have considered involvement as a dichotomous concept, including low and high involvement. However, the most important contribution of this study is that it takes into account the various dimensions of product involvement. Thus, in order to present an appropriate picture of those consumers who are most likely to become involved with a product, we have to study the dimensions that might influence consumer involvement.

Key words: Consumer involvement, product involvement, brand loyalty, consumer attitudes.