Predicting Brand Loyalty and Product Involvement Behavior of Indian Teenagers Incorporating the Moderating Effect of Brand Influence Score.

4634 WordsOct 14, 201219 Pages
World Journal of Social Sciences Vol. 2. No. 1. January 2012. Pp. 54 - 73 Predicting Brand Loyalty and Product Involvement Behavior of Indian Teenagers Incorporating the Moderating Effect of Brand Influence Score. *Debasis Bhattacharya, ** Dipak Saha and ***Shuvendu Dey Creating and maintaining strong brand and a band wagon of loyal customers have become increasingly difficult in today's competitive environment due to proliferation of numerous brands in a generic product category. Brand loyalty has been shown to be associated with higher rates of return on investment due to increase in the market share. Past studies in this area reveal the dependence of researchers to administer the scale developed by Kapferer and Laurent as well as…show more content…
Even though young consumers start consuming and developing relationships with the new brands they get exposed to, the impact of the brand exposure from their families is likely to be strong. In the Indian context, family has traditionally played a strong role in influencing choices of their progeny. Bravo, Fraj and Martinez (2007) argue that family always provides suggestions regarding brands for young consumers. The greater the family‟s influence on brand choice, the lower the depth of brand relationship. (Sahay and Sharma, 2010) Today‟s teenage customers have emerged as big-time spenders, who not only have a good amount of pocket money but also know how to supplement the same by means of internships, summer jobs, part-time jobs. It can hardly be denied that the teenage market in India is growing at a fast pace although no systematic effort has been made to study the loyalty behaviour of teenage consumers. Considering a research gap in this area, in 55 Bhattacharya, Saha & Dey this paper an effort is made to discern the product involvement and brand loyalty behaviour of teenagers in India. There is a voluminous literature dedicated to the study of the concept of brand loyalty. However, most of the research work carried out in this area has focused on the Indian consumers, and studies involving

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