Moderating role of product involvement on the relationship between brand personality and brand loyalty
Drawing from observations by consumer behavior theorists and product involvement studies, the present study seeks to investigate the moderating role of product involvement on the relationship between brand personality and brand loyalty. A total of 958 respondents participated in this study. They com...
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| Format: | Article |
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Array Development
2014
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| Online Access: | http://psasir.upm.edu.my/id/eprint/34558/ |
| _version_ | 1848847806695997440 |
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| author | Lada, Suddin Md. Sidin, Samsinar Teoh, Kenny Guan Cheng |
| author_facet | Lada, Suddin Md. Sidin, Samsinar Teoh, Kenny Guan Cheng |
| author_sort | Lada, Suddin |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | Drawing from observations by consumer behavior theorists and product involvement studies, the present study seeks to investigate the moderating role of product involvement on the relationship between brand personality and brand loyalty. A total of 958 respondents participated in this study. They completed a 14-items questionnaire to measure product involvement, and a 32-items and 16-items questionnaire to measure brand personality and brand loyalty respectively. Results suggest that the effect of product involvement related to brand personality and brand loyalty is partly moderated, where the impact is greater for low involvement consumer groups than for moderate and high involvement consumer groups for both dimensions of ‘excitement’ and “ruggedness’. The present study has also revealed that product involvement increases the direct effect of excitement and ruggedness of brand personality dimension on brand loyalty. However, product involvement decreases the direct effect of sincerity, competence, and sophistication of brand personality dimension on brand loyalty. The study provides support for the value of measuring product involvement in the sportswear industry. Furthermore, marketing efforts for sportswear companies need to distinguish between the elements of involvement that are more significant to brand personality and bran loyalty. The study also expands the body of knowledge by providing empirical verification of the link among product involvement profile (i.e., pleasure, interest, sign, risk importance, and risk probability), brand personality, and brand loyalty. |
| first_indexed | 2025-11-15T09:24:28Z |
| format | Article |
| id | upm-34558 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-15T09:24:28Z |
| publishDate | 2014 |
| publisher | Array Development |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-345582015-12-16T01:29:56Z http://psasir.upm.edu.my/id/eprint/34558/ Moderating role of product involvement on the relationship between brand personality and brand loyalty Lada, Suddin Md. Sidin, Samsinar Teoh, Kenny Guan Cheng Drawing from observations by consumer behavior theorists and product involvement studies, the present study seeks to investigate the moderating role of product involvement on the relationship between brand personality and brand loyalty. A total of 958 respondents participated in this study. They completed a 14-items questionnaire to measure product involvement, and a 32-items and 16-items questionnaire to measure brand personality and brand loyalty respectively. Results suggest that the effect of product involvement related to brand personality and brand loyalty is partly moderated, where the impact is greater for low involvement consumer groups than for moderate and high involvement consumer groups for both dimensions of ‘excitement’ and “ruggedness’. The present study has also revealed that product involvement increases the direct effect of excitement and ruggedness of brand personality dimension on brand loyalty. However, product involvement decreases the direct effect of sincerity, competence, and sophistication of brand personality dimension on brand loyalty. The study provides support for the value of measuring product involvement in the sportswear industry. Furthermore, marketing efforts for sportswear companies need to distinguish between the elements of involvement that are more significant to brand personality and bran loyalty. The study also expands the body of knowledge by providing empirical verification of the link among product involvement profile (i.e., pleasure, interest, sign, risk importance, and risk probability), brand personality, and brand loyalty. Array Development 2014-08 Article PeerReviewed Lada, Suddin and Md. Sidin, Samsinar and Teoh, Kenny Guan Cheng (2014) Moderating role of product involvement on the relationship between brand personality and brand loyalty. Journal of Internet Banking and Commerce, 19 (2). pp. 1-16. ISSN 1204-5357 http://www.icommercecentral.com/abstract.php?abstract_id=37983 |
| spellingShingle | Lada, Suddin Md. Sidin, Samsinar Teoh, Kenny Guan Cheng Moderating role of product involvement on the relationship between brand personality and brand loyalty |
| title | Moderating role of product involvement on the relationship between brand personality and brand loyalty |
| title_full | Moderating role of product involvement on the relationship between brand personality and brand loyalty |
| title_fullStr | Moderating role of product involvement on the relationship between brand personality and brand loyalty |
| title_full_unstemmed | Moderating role of product involvement on the relationship between brand personality and brand loyalty |
| title_short | Moderating role of product involvement on the relationship between brand personality and brand loyalty |
| title_sort | moderating role of product involvement on the relationship between brand personality and brand loyalty |
| url | http://psasir.upm.edu.my/id/eprint/34558/ http://psasir.upm.edu.my/id/eprint/34558/ |