This paper aims to identify the relationship between the consumer’s involvement and loyalty to a specific brand in regards of following its ads and offers. The study employs descriptive methods to diagnose the relationship between the consumer’s involvement and his loyalty to the brand. The study aimed to find out the impact of the variable product in relevance to the consumer interests and their purchasing intentions with a sample of 111 individual mobile phone users in Egypt. The paper harnesses the theoretical background of elaboration likelihood model and the involvement approach. The main results concluded by this study included that the term product involvement is tied to a person's interest in products, and this is relevant to what so called the inherent needs and values.
El Gendy, S. S. (2017). The relationship between consumer’s involvement and brand loyalty:. Egyptian Journal of Public Opinion Research, 16(1), 1-46. doi: 10.21608/joa.2017.80302
MLA
Salwa Soliman El Gendy. "The relationship between consumer’s involvement and brand loyalty:". Egyptian Journal of Public Opinion Research, 16, 1, 2017, 1-46. doi: 10.21608/joa.2017.80302
HARVARD
El Gendy, S. S. (2017). 'The relationship between consumer’s involvement and brand loyalty:', Egyptian Journal of Public Opinion Research, 16(1), pp. 1-46. doi: 10.21608/joa.2017.80302
VANCOUVER
El Gendy, S. S. The relationship between consumer’s involvement and brand loyalty:. Egyptian Journal of Public Opinion Research, 2017; 16(1): 1-46. doi: 10.21608/joa.2017.80302
