..., this research investigates the influence of involvement with the product category on the proposed relationship. Design/methodology/approach A survey (N = 274) was used to test the model in the context of fashion industry with the help of a convenience sample. Exploratory factor analysis...

...Eyal Gamliel; Ram Herstein Purpose Consumers frequently have to choose between products that differ in price and quality. This study aims to hypothesize that involvement would moderate the effect of message framing on consumers' perceived monetary gain when considering cheaper products, as well...

...Rajesh Chandrashekaran Purpose The purpose of this article is to investigate whether involved consumers utilize the same set of reference prices to evaluate an offer as compared to those who are less involved. Additionally, this study aims to investigate whether the processes employed in the two...

... did her best to provide those involved in commerce with some understanding, some ideas, and perhaps some strategies for building differentiated brands that are easy to protect. I fully agree with George Zinkhan, a business professor at University of Georgia, when he says, “I really like this book...

...Pascale Quester; Ai Lin Lim In an empirical examination of the link between product involvement and brand loyalty, a convenience sample of 253 students were asked to complete a questionnaire relating to two products which had been found in preliminary qualitative research to be associated...

... satisfaction, which has led to higher purchase volumes, brand loyalty, and positive word‐of‐mouth communications. The straightforward methodology used to examine customer perceptions of Beanie Babies involved asking respondents to rate Beanie Babies on the ten characteristics associated with high‐involvement...

... association and three out of four were confirmed as determinants of this performance indicator. The implications of these findings are considered in the light of sponsorship management practices. © MCB UP Limited 1998 Brand image Corporate image Involvement Marketing strategy Product management...

...Charles L. Martin This study investigates consumers’ affective attachments toward products, based on generalizable and managerially relevant product attributes. Two surveys of 123 consumers found that high‐involvement, high‐meaning products tend to share ten common attributes. The managerial...