THE EFFECTS OF CONSUMER INVOLVEMENT ON BRAND SENSITIVITY AND BRAND LOYALTY: A COMPARATIVE STUDY IN PRODUCTIONS OF CLOTHING AND SMART PHONE
TÜKETİCİ İLGİLENİMİNİN MARKA DUYARLILIĞI VE MARKA SADAKATİ ÜZERİNDEKİ ETKİSİ: HAZIR GİYİM VE AKILLI CEP TELEFONU ÜRÜNLERİNDE KARŞILAŞTIRMALI BİR SAHA ARAŞTIRMASI

Author : Ercan KESER -- Esra KADANALI
Number of pages : 282-297

Abstract

The main purpose of this study is to investigate the effects of consumer involvement on brand sensitivity and brand loyalty in terms of the productions of clothing and smart mobile phone. In addition to this main objective of this research, another objective is to determine a meaningful difference between clothing and smart phone products in terms of the level of consumer involvement, brand sensitivity and brand loyalty. This research has was carried out with 400 students who are studying at Agri Ibrahim Cecen University. In this research, in order to analyse the data, the arithmetic mean, standard deviation, frequency distribution, regression analysis and analysis of variance was used. Factor analysis also was implemented in this research and the results of factor analysis showed that the scale of consumer involvement has 3 factors. In addition to this as a result of regression analysis showed that consumer involvement has a meaningful and positive effects on brand sensitivity and brand loyalty in both clothing and smart phone products. In this research, it was also determined significant differences between clothing and smart phone products in terms of the level of consumer involvement, brand awareness sensitivity and brand loyalty.

Keywords

Consumer Involvement, Brand Sensitivity, Brand Loyalty

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