The effect of brand loyalty of involvement to products: the sample of mobile phone

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.