An involvement-commitment-loyalty model is proposed and tested with AMOS. The results for fast-moving-consumer-goods (fmcg) are consistent with the theory. Ego involvement influences purchase involvement, which influences brand commitment, which influences customer loyalty. The results for the more ego-involved service of hair stylists, however, showed a different result. Purchase loyalty did not mediate the relationship between ego involvement and brand commitment, but instead ego involvement had a direct relationship with brand commitment.
Proceedings of 'Marketing accountabilities and responsibilities', the Australian and New Zealand Marketing Academy Conference (ANZMAC 2004), Wellington, New Zealand, 29 November-01 December 2004 / Jim Wiley and Peter Thirkell (eds.)