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Marketers must be aware that consumers do not evaluate all products in the same way. Even brands that are perceived as very similar overall are often selectively evaluated. Consumer product involvement, or concern with the actual purchase or use of the product, affects these selective perception processes in several ways. Implications for market segmentation, product differentiation, and communication strategies are discussed.

Given the acute competition between music-streaming platforms (MSPs), the purpose of this study is to identify the relational motivators of brand loyalty towards the MSP in terms of user-brand involvement, brand trust, brand engagement, brand recommendation and brand loyalty.

Cross-sectional quantitative data, gathered from a total of 340 eligible respondents via an online questionnaire survey, were empirically analysed and validated using a hybrid predictive-analytics structural equation modelling (SEM) and Artificial Neural Network (ANN) method.

The results of this study demonstrate that user-brand involvement promotes brand loyalty toward a MSP by fostering brand engagement, brand trust and positive word-of-mouth. SEM and ANN data comparison reveals good consistency.

The generalizability of the research outcomes may be constrained, as this study only considers the data from a single country (i.e. Malaysia) and one music streaming platform (i.e. Spotify). This study highlighted the relevance of user-brand involvement and non-core supporting services in the cultivation of brand loyalty, particularly their salient roles in promoting favourable attitudes and behaviours towards platform brands.

The insights produced can aid MSPs in devising better user retention strategies that can be used to maintain their competitive edge over time. The findings of this study made it abundantly evident that practitioners should facilitate more user-brand cooperative activities to encourage user-brand involvement and, ultimately, foster brand loyalty.

This study has addressed a major research gap by examining the relational roots of brand loyalty, which transcend the typical focus on transactional factors and technical lock-in. This study pioneered the investigation of brand involvement with user involvement.

The purpose of this study is to investigate how service brand loyalty can be enhanced through customer involvement, based on involvement theory and symbolic interaction theory as theoretical backgrounds.

This study investigated how service brand loyalty can be enhanced through customer involvement, based on involvement theory and symbolic interaction theory as theoretical backgrounds.

Results identified customer–brand identification and service value influenced both service brand involvement and service brand-decision involvement. However, self-congruity only influenced customers’ service brand-decision involvement. Results also confirmed that customer involvement positively influenced service brand satisfaction and service brand loyalty.

This study contributed to involvement and brand loyalty research, investigating the role of customer involvement on service brand loyalty.

Results suggested what factors could enhance brand loyalty to gain competitive advantages.

This study proposed and empirically investigated ways to enhance brand loyalty in the context of the coffee shop industry.

The act of giving a gift at Christmas is a form of consumption that invokes different levels of involvement. The purpose of this paper is to explore and measure involvement in parental Christmas gift giving and giving branded items as gifts.

The required information was gathered via a self‐administered survey method distributed to parents with at least one child between the ages of three and eight years. A questionnaire package was delivered to five participating schools and seven kindergartens for children to take home to their parents. As a result, 450 acceptable cases were subjected to a process of exploratory factor and confirmatory analysis.

The findings indicate that there is no significant relationship between involvement in giving gifts and involvement in giving brands as gifts, which suggests that it is important for parents to give gifts but not involving for parents to give popular brand names as gifts. In addition, the findings indicate that traditional measures of involvement require modifications that reflect semantic issues as well as reliability and validity issues.

Children between the ages of three and eight years are most likely to be concerned with the Santa myth; it is also a time of concern for parents and has implications for promotional and marketing activities of brands targeted at children.

This research offers insights into involvement within the intangible context of gift giving and giving brands as gifts. It also contributes to the semantic differences between two forms of involvement and contributes to the ongoing involvement‐importance debate.

The purpose of this paper is to investigate the role of product and customer dimensions in the contribution of brand experience to the formation of true brand loyalty. The dimensions included are brand credibility, affective commitment and involvement. Synthesising past studies, the researcher proposes brand credibility and affective commitment to mediate the relationship between brand experience and true brand loyalty. Furthermore, the researcher investigates the variation in hierarchical pattern, i.e. brand experience-brand credibility affective commitment-true brand loyalty, under different levels of involvement.

The variations in hierarchy were compared by design. The authors investigated the variations in hierarchy on the basis of products which belong to different level of involvement, on the basis of individual differences in involvement, and on the basis of the interaction of product involvement and subject involvement. Multi-group invariance tests in SEM were used to explore model variations.

The hierarchy-of-effect model was found to vary based on the level of product involvement, subject involvement and interaction involvement. Three patterns of hierarchy have been observed: the first pattern was observed in high-high groups (both product involvement and subject involvement were high), the second pattern was observed in low-low groups (both product and subject involvements were low) and the third pattern among high-low or low-high groups.

The variation observed highlights the need to segment the market by interaction involvement. This would be useful for managers engaged in building sustainable consumer-brand relationships.

This study considered the interaction of product approach and subject approach in defining involvement which is rarely attempted in research. The study also integrates the variations in the role of customer dimensions, namely involvement, brand credibility and affective commitment with the relationship between the central constructs brand experience and true brand loyalty. The variations observed are among a socio-economically homogeneous sample of respondents.

This study aims to examine the relationships between the online communities’ characteristics and resilience to negative information (RNI) mediated by both brand knowledge and brand involvement.

According to stimulus-organism-response (S-O-R) framework, this research postulates that information quality, rewards and virtual interactivity drive RNI directly and indirectly through brand knowledge and/ or brand involvement. A survey of 326 Facebook pages followers was conducted, representing followers of fashion clothing brands in social media platforms in Egypt. We have used AMOS to check the constructs’ validity and reliability, as well as the Hayes’s PROCESS macro to test the mediation.

The findings show that information quality, rewards and virtual interactivity are the respective drivers of brand knowledge and brand involvement; the brand knowledge and brand involvement help explain why consumers are resilient to negative information of specific brands; and the drivers of brand knowledge and/ or brand involvement differ in consumers who tend to ignore negative information they receive about the brand.

Outcomes of the research recommend that executives should identify the outstanding determinants for improving resilient consumers to negative information through creating the highest possible brand knowledge and involvement between the consumers and brands.

Little attention has been paid to examine the RNI and linking it with brand knowledge and brand involvement in online communities’ context, thus, the current research is conducted.

The purpose of this paper is to examine consumer involvement with a popular US-based coffee-shop brand consumer-generated advertising (CGA) and its effect on brand loyalty and trust, to test the influence of antecedents: organizational transparency and brand authenticity on CGA involvement, and to analyze differences among customers and non-customers of the brand.

Grounded in the service-dominant logic and signaling theory, a scenario-based survey describing a contest to co-create a video commercial, as CGA, for a prominent US-based coffee-shop brand, yielded 492 responses from recent restaurant patrons. Structural equation modeling was used to test the effects of involvement in CGA on loyalty and trust. Multi-group comparison examined the differences between customers and non-customers of the brand.

Involvement in CGA had positive effects on loyalty and trust for both brand customers and non-customers. Transparency builds perceptions of brand authenticity; both authenticity and transparency significantly and positively affected trust, but only authenticity influenced loyalty. There was a stronger impact of involvement with CGA on loyalty for non-customers than brand customers. Non-customer perceptions of the brand’s authenticity influenced brand trust more significantly than customer perceptions.

Coffee-shop brand marketers should leverage online and physical brand exposure to involve both customers and non-customers in company-driven CGA, as a relationship management and marketing tool. Marketers should enhance transparency, which builds perceptions of brand authenticity, leading to greater CGA involvement.

This study contributes to hospitality research and literature, revealing that non-customers can be converted to brand customers through authenticity and indirect involvement with CGA, leading to long-term relational outcomes. The results identified consumers’ perception of organizational transparency is an antecedent of brand authenticity and established CGA contests as a relational marketing tool for hospitality brands.

States that poor brand management has been held responsible for brands with which consumers have low levels of involvement, that is, consumers do not consider them important in decision‐making terms, and in consequence appear unthinking and even uncaring about their choices. Argues that if this is the case, then arguably the vast amounts of effort and expenditure invested in brands within many grocery and fast‐moving consumer goods is potentially misplaced. Discusses the nature of high and low level involvement decision making for brands. Presents research which shows that the level of involvement is largely determined at the category level not the brand level. It is therefore beyond the scope of brand management to alter these involvement perceptions, unless they are able to create new categories or sub‐categories for their brands. Argues that this is the real challenge of brand management.

In an empirical examination of the link between product involvement and brand loyalty, a convenience sample of 253 students were asked to complete a questionnaire relating to two products which had been found in preliminary qualitative research to be associated with contrasted levels of involvement. The factor structure of involvement was found to vary between the two product categories (sneakers and pens). Furthermore, the link between product involvement and brand loyalty was found to involve different aspects of product involvement for each of the products concerned. Hence, future researchers in the area should be mindful that product involvement and brand loyalty are not universal constructs: they should be examined within specific consumer and product parameters.

The purpose of this article is to examine Chinese generation Y consumers' fashion clothing involvement effects on specific brand related consumer responses including brand status, brand attitude and willingness to pay a premium for a specific brand.

A self‐completion questionnaire survey was administered in China to university students aged between 18 and 25.

A consumer's level of involvement was found to have positive effect on brand related responses such as perception of brand status and brand attitude. Further brand status and brand attitude were found to have positive impacts on consumer's willingness to pay a premium for a specific brand.

First, based on the student sample used for study it may not be possible to generalize the effects found to non‐students. Second, the findings from this study focusing on fashion clothing brands are perhaps limited in their generalisability to other product categories.

An important finding that is beneficial to marketing practitioners in China, especially for those in the fashion industry, is the findings that maintaining the status of a brand would be more effective with highly involved consumers leading to an overall more positive attitude. Marketing initiatives with status building objectives are therefore essential for enabling brands to command higher prices.

This paper expands understanding of consumer behaviour related to Chinese generation Y consumer behaviour, fashion clothing involvement and status branding.