TY  - JOUR
AB  - 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.
VL  - 1
IS  - 2
SN  - 0736-3761
DO  - 10.1108/eb008098
UR  - https://doi.org/10.1108/eb008098
AU  - Traylor Mark B.
PY  - 1984
Y1  - 1984/01/01
TI  - EGO INVOLVEMENT AND BRAND COMMITMENT: NOT NECESSARILY THE SAME
T2  - Journal of Consumer Marketing
PB  - MCB UP Ltd
SP  - 75
EP  - 79
Y2  - 2024/04/25
ER  -