Volume : III, Issue : I, January - 2014

Exploration of Association between Consumer Involvement and Brand Loyalty with Demographic Analysis

Dr Ritika Jain

Abstract :

The concept of consumer involvement has received much considerable attention in these recent years and is an important concept in consumer behaviour literature. Involvement creates within consumers an urge to jog the mind before making decisions on and preferences. Customer involvement also plays a central role in developing customer loyalty and is considered to have paradigmatic implications on loyalty because it provides relevant information to the practicing managers to formulate marketing and communication strategies. This paper attempts to explore the association between consumer involvement and and loyalty and also examines the relationship between consumer involvement and their demographic variables.

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Article: Download PDF   DOI : 10.36106/ijsr  

Cite This Article:

Dr Ritika Jain Exploration of Association between Consumer Involvement and Brand Loyalty with Demographic Analysis International Journal of Scientific Research, Vol.III, Issue.I January 2014

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