Predicting Brand Loyalty and Product Involvement Behavior of Indian Teenagers Incorporating the Moderating Effect of Brand Influence Score.
World Journal of Social Sciences Vol. 2. No. 1. January 2012. Pp. 54 - 73
Predicting Brand Loyalty and Product Involvement Behavior of Indian Teenagers Incorporating the Moderating Effect of Brand Influence Score.
*Debasis Bhattacharya, ** Dipak Saha and ***Shuvendu Dey
Creating and maintaining strong brand and a band wagon of loyal customers have become increasingly difficult in today's competitive environment due to proliferation of numerous brands in a generic product category. Brand loyalty has been shown to be associated with higher rates of return on investment due to increase in the market share. Past studies in this area reveal the dependence of researchers to administer the scale developed by Kapferer and Laurent as well as the scale developed by Zaichkowsky to capture product involvement facet. Studies reveal that teenagers in India spend more than Rs 66000 million in a year only on clothing items. Astonishingly, very few studies have been undertaken to relate the brand loyalty and product involvement behavior of teenagers. The data for this study is gathered from a cross section of teenagers drawn from different socioeconomic backgrounds from the major metros of Indi during the third quarter of 2010. In this paper apart including only involvement from including product involvement brand influence scores, brand trust and the size of the consideration set have been incorporated to predict brand loyalty of teens. The findings of the study reveal that multi-dimensional measure is a better predictor of loyalty behavior than a unidimensional measure. Research findings also reveal that different explanatory variables have diverse influence on the brand loyalty behavior of teens.
Keywords: Brand Loyalty; Product Involvement; Indian Teens; Brand Influence Score. Field of Research: Marketing.
1. Introduction
Teenagers in the contemporary marketing environment constitute a pivotal market segment and deserve considerable attention from marketers and
Predicting Brand Loyalty and Product Involvement Behavior of Indian Teenagers Incorporating the Moderating Effect of Brand Influence Score.
*Debasis Bhattacharya, ** Dipak Saha and ***Shuvendu Dey
Creating and maintaining strong brand and a band wagon of loyal customers have become increasingly difficult in today's competitive environment due to proliferation of numerous brands in a generic product category. Brand loyalty has been shown to be associated with higher rates of return on investment due to increase in the market share. Past studies in this area reveal the dependence of researchers to administer the scale developed by Kapferer and Laurent as well as the scale developed by Zaichkowsky to capture product involvement facet. Studies reveal that teenagers in India spend more than Rs 66000 million in a year only on clothing items. Astonishingly, very few studies have been undertaken to relate the brand loyalty and product involvement behavior of teenagers. The data for this study is gathered from a cross section of teenagers drawn from different socioeconomic backgrounds from the major metros of Indi during the third quarter of 2010. In this paper apart including only involvement from including product involvement brand influence scores, brand trust and the size of the consideration set have been incorporated to predict brand loyalty of teens. The findings of the study reveal that multi-dimensional measure is a better predictor of loyalty behavior than a unidimensional measure. Research findings also reveal that different explanatory variables have diverse influence on the brand loyalty behavior of teens.
Keywords: Brand Loyalty; Product Involvement; Indian Teens; Brand Influence Score. Field of Research: Marketing.
1. Introduction
Teenagers in the contemporary marketing environment constitute a pivotal market segment and deserve considerable attention from marketers and