search query: @author Martin, C. L. / total: 4
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| Author: | Martin, C. L. Goodell, P. W. |
| Title: | Historical, descriptive and strategic perspectives on the construct of product commitment |
| Journal: | European Journal of Marketing
1991 : VOL. 25:1, p. 53-59 |
| Index terms: | PRODUCTS CONSUMER ATTITUDES MARKETING RESEARCH BRANDS |
| Language: | eng |
| Abstract: | It is described how the concept of product commitment evolved from its historical roots. Behavioural commitment /purchase consistency/ and attitudinal commitment /preference orientation toward the product category or specific brand/ is distinguished. Strategic implications of both low and high commitment are discussed, and key descriptive and strategic distinctions are presented; concluding thoughts for practitioners and researchers are offered. |
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