doi: 10.7763/IJIMT.2011.V2.185
Role of Involvement and Loyalty in Predicting Buyer’s Purchase Intention towards Private Apparel Brand Extensions
- Department of Business Administration, Annamalai University – 608 001, India
Abstract
This paper examines the relationship between involvement, brand loyalty and consumer’s willingness to buy the extension products from private stores that sells apparels.The results that emerge from the study are (i) Involvement plays a significant role in the decision making for apparels and influence the brand loyalty. (ii) Consumer’s evaluation towards the extension from apparel store brands is influenced by relevance and similarity. Further, the outcome also indicates that consumer’s reaction towards the extension product category (non-durable or durable) is influenced by brand association.
Keywords
- Extension
- Involvement
- Loyalty
- Private store brand
How to Cite
K. Sadasivan, C. Samudhra Rajakumar, and R. Rajinikanth, "Role of Involvement and Loyalty in Predicting Buyer’s Purchase Intention towards Private Apparel Brand Extensions," International Journal of Innovation, Management and Technology, vol. 2, no. 6, pp. 519-524, 2011. https://doi.org/10.7763/IJIMT.2011.V2.185
Copyright & License
Copyright © 2011 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).