search query: @author Coulter, R.A. / total: 5
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| Author: | Coulter, R.A. Price, L.L. Feick, L. |
| Title: | Rethinking the origins of involvement and brand commitment: insights from postsocialist Central Europe |
| Journal: | Journal of Consumer Research
2003 : SEP, VOL. 30:2, p. 151-169 |
| Index terms: | Brand loyalty Product involvement Socialism Hungary Romania |
| Language: | eng |
| Abstract: | This study contributes to understanding product involvement and brand commitment by drawing on work done in two post-socialist countries, Hungary and Romania. It is demonstrated that prominent political-cultural discourses, cultural intermediaries, social influences and life themes and projects collectively prompt product involvement. The concept of involvement with branded products is introduced and its origins are examined within a sociohistorical context. The origins of brand commitment are considered and it is illustrated that consumers with little interest in either the product category or the idea of branded product may be committed to particular brands. |
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