Empirical developments in the measurement of involvement, brand loyalty and their relationship in grocery markets

The paper reports on a research design that attempts to integrate prior theory on consumer involvement and brand loyalty in a longitudinal study of grocery product purchasing. Using a previously identified and validated measure of involvement, and separate measures of brand commitment and support to capture the dimensionality of brand loyalty, the relationship between the two constructs was estimated using LISREL. We report on our main finding which confirms the existence of a weak but significant relationship between involvement and brand loyalty in grocery markets. The implications of this for marketing theory and practice are discussed and future research directions signposted.