THE EFFECT OF CONSUMER INVOLVEMENT ON BRAND LOYALTY: A STUDY ON SMART PHONE PRODUCTS

Volkan Ozbek; Aycan Kulahli

doi:https://doi.org/10.17261/Pressacademia.2016.336

Makale detayları

THE EFFECT OF CONSUMER INVOLVEMENT ON BRAND LOYALTY: A STUDY ON SMART PHONE PRODUCTS

Yazarlar:

Volkan Ozbek | Aycan Kulahli

Yayıncı:

PressAcademia

Ana Başlıklar:

Sosyoloji & antropoloji

Dergi:

Journal of Management Marketing and Logistics 2016 Vol.3 Issue 4, pp.303-317

Belge Tipi:

Makale

Yayın Tarihi:

12/2016

Belge Dili:

Türkçe

Document ID (Org No.):

2000742445

Sıklık:

Üç Aylık

eISSN:

2148-6670

DOI:

https://doi.org/10.17261/Pressacademia.2016.336

Özet:

 


The main aim of this study is
to reveal the effect of consumers’ product involvement levels on their brand
loyalty in terms of smart phones. Another purpose of this study is to detect
whether this predicted effect differ based on gender. In order to achieve this
goal, a research was implemented by using face to face survey method on 665
Balıkesir University Burhaniye School of Applied Science students who are
determined with convenience sampling method. The reason of using this sample is
the anticipation of that university students’ consciousness and involvement
levels about smart phones might be higher than other populations. In order to
determine consumer involvement level, Consumer Involvement Profiles (CIP),
which is developed by Kapferer and Laurent (1985) and one of commonly used
scales in consumer involvement researches, was used. As for brand loyalty, a
6-item scale that developed by Zeithaml, Berry, and Parasuraman (1996) as five
items and one dimension, and then, adapted by Lam, Shankar, Erramilli, and
Murthy (2004) as two dimensions (repurchase/ patronage and recommendation) by
adding one item to repurchase/ patronage dimension, was used. The research
results demonstrate that symbolic value, risk probability, and hedonic value
dimensions of consumer involvement have effects on repurchase/ patronage
dimension of brand loyalty. In addition, the results support that interest,
symbolic value, risk probability, and hedonic value dimensions of consumer
involvement have effects on recommendation dimension of brand loyalty. When
these results evaluated from the point of gender, some different findings were
obtained. With reference to these results, the findings were interpreted and
the study was concluded with suggestions to researchers and managers. 


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Makale detayları

THE EFFECT OF CONSUMER INVOLVEMENT ON BRAND LOYALTY: A STUDY ON SMART PHONE PRODUCTS

Yazarlar: Volkan Ozbek | Aycan Kulahli

Yayıncı: PressAcademia

Ana Başlıklar: Sosyoloji & antropoloji

Dergi: Journal of Management Marketing and Logistics 2016 Vol.3 Issue 4, pp.303-317

Belge Tipi: Makale

Yayın Tarihi: 12/2016

Belge Dili: Türkçe

Document ID (Org No.): 2000742445

Sıklık: Üç Aylık

eISSN: 2148-6670

DOI: https://doi.org/10.17261/Pressacademia.2016.336

Sayı

Yazarlar:

Volkan Ozbek | Aycan Kulahli

Yayıncı:

PressAcademia

Ana Başlıklar:

Sosyoloji & antropoloji

Dergi:

Journal of Management Marketing and Logistics 2016 Vol.3 Issue 4, pp.303-317

Belge Tipi:

Makale

Yayın Tarihi:

12/2016

Belge Dili:

Türkçe

Document ID (Org No.):

2000742445

Sıklık:

Üç Aylık

eISSN:

2148-6670

DOI:

https://doi.org/10.17261/Pressacademia.2016.336