Product Involvement
Product involvement
In the literature, the term Product involvement has been defined as: “the intensity with which a product gestalt is embedded in and driven by the consumers’ value system” (Pascale Quester, 2003). Quester and Lim (2003) pointed that product involvement involves an ongoing commitment on the part of the consumer with regard to thoughts, feeling, and behavior response to a product category. Product involvement can define in to two dimensions: high-involvement product, and low involvement product. High-involvement product means that the consumer has a high interest in a product, medium, or message. Low involvement means that the information about a product or service is rather insignificant and does not interest the consumer. The relationship between brand loyalty and product involvement can be examining as the consumer who are more involve with a particular are also more committed and hence more loyal to that brand, mostly in high involvement product categories (Pascale Quester, 2003).
Basically, researchers agree with the issue of product involvement interacted with brand loyalty. The authors do believe there is a positive relationship between product involvement and brand loyalty, and product involvement lead to brand loyalty. Conversely, some authors argue that there is no significant evidence to determine whether involvement precedes loyalty. Quester and Lim (2003) stated that some authors proposed that individuals go through sequential psychological processes in order to become loyal, highly loyal people tended to exhibit high levels of involvement and that individual and social-situational factor.
Quester and Lim (2003) stated that high-involvement product’s repeat purchase behavior was an indicator of brand loyalty, whereas repeat for low-involvement product was simply habitual purchase behavior, lack of significant evidence to prove on this relationship between these two constructs (Quester and Lim used 253...
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