EGO INVOLVEMENT AND BRAND COMMITMENT: NOT NECESSARILY THE SAME
Mark B. Traylor
(Faculty member at the James J. Nance Graduate School of Business Administration at Cleveland State University)
751
Abstract
Although some researchers have assumed a positive relationship between consumers' involvement in products and their commitment to brands, there are times when just the opposite occurs. In some instances, involvement with a product can be high while commitment to brands is low, or product involvement can be low when commitment to a brand is high.
Citation
Traylor, M.B. (1984), "EGO INVOLVEMENT AND BRAND COMMITMENT: NOT NECESSARILY THE SAME", Journal of Consumer Marketing, Vol. 1 No. 2, pp. 75-79. https://doi.org/10.1108/eb008098
Publisher
:MCB UP Ltd
Copyright © 1984, MCB UP Limited