An empirical assessment of teenagers’ loyalty and involvement behaviuor

Consumers’ involvements with product and brand loyalty are two important construct that explain a considerable amount of consumer purchase decision making behavior. After conceptualization of the involvement theory and the advancement of various scales to capture the dimensions of involvement, a plethora of empirical and conceptual studies have been reported in the marketing literature to ascertain the relationship between products related involvement and brand loyalty. Unfortunately, not many studies have been initiated to investigate the relationship between these two constructs using teenagers who represent a huge market segment. To establish the dimensionality of the involvement scale a factor analysis using principal component method with varimax rotation was adopted to extract the factor loadings to establish construct validity of the scales. For Cell phone it is observed that all the dimensions of involvement significantly influence the brand loyalty behavior of teenagers. The similar examination is carried out for product chips. The strength of association is found to be quite low. Risk probability and Sign Value have not found to be significantly influencing the brand loyalty behavior of the teenagers.