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Consumer Involvement Profile Incorporating the Moderating Effects of Brand Loyalty and Brand Trust


Affiliations
1 Department of Commerce, University of North Bengal, India
2 Department of Business Administration, Siliguri Institute of Technology, India
     

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The concept of involvement has received much attention in social psychology and, more recently, in marketing to study buyer behavior. In theory, involvement is regarded as a motivating variable with a number of consequences on the consumers' purchase and communication behavior. Unlike a crude single index of involvement, the involvement profiles of consumers demonstrate a clear picture as well as type of involvement in a product category. Involvement could stem from multiple sources and to know the exact nature of consumer involvement it is essential to know the entire profile to assess the relative contribution of each antecedent. The mean involvement profiles are used to provide relevant information to the practicing managers to formulate marketing and communication strategies. The consumer involvement profile, as we have seen in this article, can be used to provide relevant information to the practicing managers to understand the nature of relationship between a target group and a product category. The consumer involvement profile coupled with other relevant demographic as well as psychographic variables may be used as a basis for segmenting the market and developing suitable advertising strategy.

Keywords

Involvement, Brand Trust, Brand Loyalty, CIP
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  • Consumer Involvement Profile Incorporating the Moderating Effects of Brand Loyalty and Brand Trust

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Authors

Debasis Bhattacharya
Department of Commerce, University of North Bengal, India
Dipak Saha
Department of Business Administration, Siliguri Institute of Technology, India

Abstract


The concept of involvement has received much attention in social psychology and, more recently, in marketing to study buyer behavior. In theory, involvement is regarded as a motivating variable with a number of consequences on the consumers' purchase and communication behavior. Unlike a crude single index of involvement, the involvement profiles of consumers demonstrate a clear picture as well as type of involvement in a product category. Involvement could stem from multiple sources and to know the exact nature of consumer involvement it is essential to know the entire profile to assess the relative contribution of each antecedent. The mean involvement profiles are used to provide relevant information to the practicing managers to formulate marketing and communication strategies. The consumer involvement profile, as we have seen in this article, can be used to provide relevant information to the practicing managers to understand the nature of relationship between a target group and a product category. The consumer involvement profile coupled with other relevant demographic as well as psychographic variables may be used as a basis for segmenting the market and developing suitable advertising strategy.

Keywords


Involvement, Brand Trust, Brand Loyalty, CIP

References