The Influence of Brand Associations on Brand Loyalty in Accordance with Product Involvement
Journal Title: Choregia - Year 2013, Vol 9, Issue 1
Abstract
The purpose of this study is to examine whether the influence of brand associations on brand loyalty differ for high involved and low involved consumers. The study is conducted on the followers of professional football teams. The results of the Chow test revealed that influence of brand associations on brand loyalty differ for high involved and low involved consumers. The affects of attributes are greater for high involved consumers rather than low involved consumers. The affect of brand attitude is greater for low involved consumers rather than low involved consumers.
Authors and Affiliations
Canan Eryigit| Department of Business Administration, Hacettepe University
Keywords
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- EP ID EP12592
- DOI http:dx.doi.org/10.4127/ch.2013.0079
- Views 400
- Downloads 26
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