Relationship between product involvement and brand loyalty.

• Main Authors: Chan, Mei Ling., Chua, Ling Ling., Tan, Boon Kiat.
• Other Authors: Balasooriya, Uditha
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Product management
• Online Access: http://hdl.handle.net/10356/9928
• Institution: Nanyang Technological University

Recognizing brand loyalty as a determinant to sustainability and thus the success of a company in today’s competitive business environment. We see the need to understand one of the core underlying factors, Product Involvement, in explaining Brand Loyalty.