Rethinking the Origins of Involvement and Brand Commitment: Insights from Postsocialist Central Europe

Robin A. Coulter, Linda L Price, Lawrence Feick

Research output: Contribution to journalArticle

188 Citations (Scopus)

Abstract

Drawing on our work in two postsocialist countries, Hungary and Romania, we contribute to understanding product involvement and brand commitment. We demonstrate that prominent political-cultural discourses, cultural intermediaries, social influences, and life themes and projects collectively prompt product involvement. We introduce the concept of involvement with branded products and examine its origins within a sociohistorical context. We consider the origins of brand commitment and illustrate that consumers with little interest in either the product category or the idea of branded products may be committed to particular brands. Further, we contribute to understanding the relationships among product involvement, brand commitment, and brand experimentation.

Original languageEnglish (US)
Pages (from-to)151-169
Number of pages19
JournalJournal of Consumer Research
Volume30
Issue number2
DOIs
StatePublished - Sep 2003
Externally publishedYes

Fingerprint

Central Europe
commitment
Romania
Hungary
Brand commitment
Product involvement
discourse

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

Cite this

Rethinking the Origins of Involvement and Brand Commitment : Insights from Postsocialist Central Europe. / Coulter, Robin A.; Price, Linda L; Feick, Lawrence.

In: Journal of Consumer Research, Vol. 30, No. 2, 09.2003, p. 151-169.

Research output: Contribution to journalArticle

@article{6f15a79bb72142279591f1b07b61bc8e,
title = "Rethinking the Origins of Involvement and Brand Commitment: Insights from Postsocialist Central Europe",
abstract = "Drawing on our work in two postsocialist countries, Hungary and Romania, we contribute to understanding product involvement and brand commitment. We demonstrate that prominent political-cultural discourses, cultural intermediaries, social influences, and life themes and projects collectively prompt product involvement. We introduce the concept of involvement with branded products and examine its origins within a sociohistorical context. We consider the origins of brand commitment and illustrate that consumers with little interest in either the product category or the idea of branded products may be committed to particular brands. Further, we contribute to understanding the relationships among product involvement, brand commitment, and brand experimentation.",
author = "Coulter, {Robin A.} and Price, {Linda L} and Lawrence Feick",
year = "2003",
month = "9",
doi = "10.1086/376809",
language = "English (US)",
volume = "30",
pages = "151--169",
journal = "Journal of Consumer Research",
issn = "0093-5301",
publisher = "University of Chicago",
number = "2",

}

TY - JOUR

T1 - Rethinking the Origins of Involvement and Brand Commitment

T2 - Insights from Postsocialist Central Europe

AU - Coulter, Robin A.

AU - Price, Linda L

AU - Feick, Lawrence

PY - 2003/9

Y1 - 2003/9

N2 - Drawing on our work in two postsocialist countries, Hungary and Romania, we contribute to understanding product involvement and brand commitment. We demonstrate that prominent political-cultural discourses, cultural intermediaries, social influences, and life themes and projects collectively prompt product involvement. We introduce the concept of involvement with branded products and examine its origins within a sociohistorical context. We consider the origins of brand commitment and illustrate that consumers with little interest in either the product category or the idea of branded products may be committed to particular brands. Further, we contribute to understanding the relationships among product involvement, brand commitment, and brand experimentation.

AB - Drawing on our work in two postsocialist countries, Hungary and Romania, we contribute to understanding product involvement and brand commitment. We demonstrate that prominent political-cultural discourses, cultural intermediaries, social influences, and life themes and projects collectively prompt product involvement. We introduce the concept of involvement with branded products and examine its origins within a sociohistorical context. We consider the origins of brand commitment and illustrate that consumers with little interest in either the product category or the idea of branded products may be committed to particular brands. Further, we contribute to understanding the relationships among product involvement, brand commitment, and brand experimentation.

UR - http://www.scopus.com/inward/record.url?scp=0242676821&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=0242676821&partnerID=8YFLogxK

U2 - 10.1086/376809

DO - 10.1086/376809

M3 - Article

AN - SCOPUS:0242676821

VL - 30

SP - 151

EP - 169

JO - Journal of Consumer Research

JF - Journal of Consumer Research

SN - 0093-5301

IS - 2

ER -