McNair Scholars Program
نویسندگان
چکیده
For many companies, a small but very loyal part oftheir overall consumer base is responsible for the majority oftheir profits, so the concept of brand loyalty is of considerableimportance. The preponderance of research on this subject hasfocused on identifying the role of marketer-controlled factorsin fostering brand loyalty. However, it is also important toconsider the consumer. This study investigated the relationshipbetween two individual-difference traits of consumers, themaximizing trait and product category involvement, and brandloyalty. 250 undergraduate students participated in an onlinesurvey that measured the aforementioned constructs. Brandloyalty and product category involvement were measuredover three product categories -consumables, representedby toothpaste, semi-durables, represented by athleticshoes, and technology, represented by mobile telephones.For the maximizing trait, the standard-setting componentwas measured with a three-item scale. Results showed astatistically significant positive relationship between brandloyalty and product category involvement in all three productcategories and a trend in the data for a positive associationbetween brand loyalty and the maximizing trait.
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Message from the President to Our Supporters to Our Readers
MTSU is an equal opportunity, non-racially identifiable, educational institution that does not discriminate against individuals with disabilities. AA054-0903 While the McNair Program staff has made every effort to assure a high degree of accuracy, rigor, and quality in the content of this publication, the interpretations and conclusions reached in each paper are those of the authors alone and n...
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Congratulations to all of the 2007 McNair Scholars for your achievements over the past year. In particular, I want to acknowledge the hard work and accomplishments of the senior Scholars whose research is represented in the papers in this publication. This year's journal showcases numerous promising academic talents from Boise State and marks the culmination of an extensive research experience....
متن کاملFall ■ 2010
The MU McNair Journal is published annually. manuscripts are accepted from mcNair Scholars participating in the program at the university of missouri, Columbia missouri 65211, (573) 882-1962. Copyrights are owned by the university of missouri. Reproduction of material in this publication is hereby authorized provided the use is for non-commercial or educational purposes and does not exceed 100 ...
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