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Product involvement, price perceptions, and brand loyalty

2015-07-20Journal article Restricted access
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datacite.subject.fosCiências Sociais::Economia e Gestão
datacite.subject.sdg12:Produção e Consumo Sustentáveis
dc.contributor.authorGaspar Ferreira, Alcina
dc.contributor.authorCoelho, Filipe J.
dc.date.accessioned2025-07-10T15:09:35Z
dc.date.available2025-07-10T15:09:35Z
dc.date.issued2015-07-20
dc.description
dc.description.abstractPurpose – This paper aims to contribute to the literature on brand loyalty by illustrating the mechanisms through which product involvement influences brand loyalty. In doing so, the study is original in considering the mediating role of the multidimensional price perceptions’ construct. Design/methodology/approach – Two thousand questionnaires were distributed in two shopping malls, yielding a sample of 535 consumers, covering eight different grocery products. To test the hypothesized model, the authors relied on structural equation modelling. Findings – Product involvement influences on brand loyalty are partially mediated by price perceptions. This is a novel finding. Moreover, product involvement relates positively to six price perceptions, and this is also original. As expected, value consciousness and sale proneness are detrimental to brand loyalty, whereas price – quality schema contributes to it. Unexpectedly, however, price consciousness, sale proneness and price mavenism are positively related to loyalty. Practical implications – Managers can improve brand loyalty by increasing consumers’ product involvement, by reducing the reliance on a value-for-money orientation and on non-coupon promotions and by focusing on lower or higher prices and on coupon promotions and emphasizing a price – quality association. Originality/value – The product involvement/brand loyalty relationship has been characterized by mixed findings. This paper contributes to this debate by clarifying the mechanisms through which involvement relates to loyalty. In doing this, this paper also innovates by investigating the relationship between involvement and the multidimensional price perceptions’ construct. In this process, this paper also inquires how seven price perceptions relate to brand loyalty, with novel findings emerging.eng
dc.identifier.citationFerreira, A.G. and Coelho, F.J. (2015), "Product involvement, price perceptions, and brand loyalty", Journal of Product & Brand Management, Vol. 24 No. 4, pp. 349-364. https://doi.org/10.1108/JPBM-06-2014-0623
dc.identifier.doi10.1108/jpbm-06-2014-0623
dc.identifier.issn1061-0421
dc.identifier.urihttp://hdl.handle.net/10400.8/13601
dc.language.isoeng
dc.peerreviewedyes
dc.publisherEmerald
dc.relation.hasversionhttps://www.emerald.com/insight/content/doi/10.1108/jpbm-06-2014-0623/full/html?skipTracking=true
dc.relation.ispartofJournal of Product & Brand Management
dc.rights.uriN/A
dc.subjectBrand loyalty
dc.subjectConsumer behaviour
dc.subjectConsumer psycholog
dc.titleProduct involvement, price perceptions, and brand loyaltyeng
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage364
oaire.citation.issue4
oaire.citation.startPage349
oaire.citation.titleJournal of Product and Brand Management
oaire.citation.volume24
oaire.versionhttp://purl.org/coar/version/c_970fb48d4fbd8a85
person.familyNameGaspar Ferreira
person.givenNameAlcina
person.identifier.ciencia-id5415-BCD1-7FF1
person.identifier.orcid0000-0002-5119-5827
relation.isAuthorOfPublication04f923dd-4270-4336-b526-5c0e2c170de1
relation.isAuthorOfPublication.latestForDiscovery04f923dd-4270-4336-b526-5c0e2c170de1

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