Consumer Involvement With the Product and the Nature of Brand Loyalty

Abstract

This study was concerned with the possibility of an association between consumer involvement with the product and two different behavioral phenomena—true brand loyalty and spurious brand loyalty. The study utilized products with which respondents generally reported moderate levels of involvement. Evidence was found that a more favorable brand attitude and a higher level of commitment to the brand are more likely when the level of involvement with the product is above average. True brand loyalty also is more likely under conditions of above-average involvement. Conversely, below-average involvement, less favorable brand attitude, and lower commitment tend to be associated with one another and with a lack of true loyalty. Consequently, brand concentration data in cases of below-average involvement generally suggest spurious, rather than true, brand loyalty. The potential generalizability of the relationships also was examined through replications in two different parts of the world. Analyses of the data from Hong Kong and the United States both support the proposed relationships.