Empirical developments in the measurement of involvement, brand loyalty and their structural relationships in grocery markets

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.