This article traces the historical roots of an important marketing construct: product commitment. The concept of product commitment is viewed first as a largely behavioural phenomenon of purchase consistency. Second, the concept is reinforced by vital cognitive and affective preference orientations towards the product category or specific brand. An examination of consumers′ product commitment levels yields a number of strategic implications for marketing management including the ability to manipulate marketing mix variables.
European Journal of Marketing – Emerald Publishing
Published: Jan 1, 1991
Keywords: Brand loyalty; Purchasing; Consumer attitudes; Marketing management
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