Corvinus
Corvinus

Investigation of factors influencing loyalty – The role of involvement, perceived risk and knowledge

Gyulavári, Tamás and Dörnyei, Krisztina (2012) Investigation of factors influencing loyalty – The role of involvement, perceived risk and knowledge. In: 11th International Marketing Trends Conference, 19-21 January 2012, Venice, Italy.

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Abstract

Our research aimed to reveal the effects that can be observed during the buying process of food products and can influence the decisions of customers. We focused on the role of enduring involvement in customers’ behavioural loyalty, that is, the repurchase of food brands. To understand this relationship in a more sophisticated way, we involved two mediating constructs in our conceptual model: perceived risk and perceived knowledge of food products. The data collection was carried out among undergraduate students in frame of an online survey, and we used SPSS/AMOS software to test the model. The results only partly supported our hypothesis, although the involvement effects on loyalty and the two mediating constructs were strong enough, loyalty couldn’t be explained well by perceived risk and knowledge. The roles of further mediating/moderating variables should be determined and investigated in the next section of the research series.

Item Type:Conference or Workshop Item (Paper)
Uncontrolled Keywords:brand loyalty, involvement, knowledge, perceived risk, food
Subjects:Marketing
ID Code:491
Deposited By: Ádám Hoffmann
Deposited On:27 Jan 2012 12:15
Last Modified:03 Jul 2012 00:25

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