Abstract:
The paper reports on a research design that attempts to integrate prior theory
on consumer involvement and brand loyalty through a unifying model which we test
in a longitudinal study of grocery product purchasing.
Using a previously identified and validated measure of involvement, together
with a new test instrument to capture the dimensionality of brand loyalty, the model
was estimated using LISREL. We report on our main finding which is to confirm
the existence of a significant relationship between the two constructs in grocery
markets. The implications of this for marketing theory and practice are discussed
and future research directions signposted.
