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Role of Involvement in Predicting Brand Loyalty

Creating and maintaining strong brands and loyal customers have become increasingly difficult in today's competitive environment. Brand loyalty has been shown to be associated with higher rates of return on investment through increases in market share. Though several factors (e.g., trust, satisfaction, commitment, familiarity etc.) are found to influence brand loyalty, involvement plays a predominant role. This research has made an attempt to examine the relationship between involvement and brand loyalty. Involvement has been measured with the help of Consumer Involvement Profile (CIP) (Kapferer and Laurent, 1985) and the factor analysis revealed that 4 antecedents of involvement are highly significant. With the help of multiple regression the influence of these 4 antecedents on brand loyalty has been examined, the outcome confirms that involvement is one of the important factor in predicting brand loyalty.