Relationship with brand loyal customer and product involvement

Relationship with brand loyal customer and product involvement

According to Traylor (1981), when the customers make more high involvement in the same brand, which can also lead these customers improve their loyalty of brand. Besides, LeClerc and Little (1997) also illustrated that if the customers have the attitude of commitment to lead them repeat purchase in high-involvement purchase, which is means this customer have high loyalty of this brand. On the contrast, if these customers just have a behavior of repeat purchase in low-involvement purchase, which is means these customers may just have the behavior of loyalty without the psychological awareness (Quester and Lim, 2003).

For example, I always repeat buy the high-involvement product of retail brand with Zara. Even I need to think more about the price and style, I still keep my loyalty with this brand, which means I have a strong positive attitudinal with this brand lead me to repeat the purchase. I really like and trust this brand, I have an awareness to purchase this brand, because this brand can satisfy my needs about the high fashion style and use different material. While means, I am a behavior loyal customer with a low - involvement product of retail brand, like Argos. I go to Argos shopping just for their lower price, nearest my house and guarantee the quality. I like to go to Argos, because this shop is near my flat and have the reasonable price. If I purchase in Argos, I can save time on walking and buy the lower priced products, therefore, I go to Argos frequency for low-involvement daily product.

This main different between the behavioral loyal customer and the attitudinal loyal customer in product involvement, which means when the customer has a stronger attitude of this brand, they may also increase their involvement. Therefore, when customer increases their positive attitude, they may also increase their involvement. For example, I have not purchase holiday before, because Chinese have not realize the holiday is a good way for relax. But when I come to UK, I found a number of British have a habit of holiday. I saw a lot of pictures and recommendations on the social networking. Then, I want to book a holiday too. Therefore, I asked my friends and search for information online, then, I get the travel agency with Thomas Cook. But, when I purchase the holiday at first time, I just bought a cheap and short-term holiday, because I didn’t trust this brand. When I finished that one, I feel Thomas Cook is a responsibly company, if you get the problems, you can call them any time. Moreover, Thomas Cook also give you the after sale service to solve your dissatisfaction. If you have any problem, you can call after sale service and put your recommendations. Then, they will connect with you and help you to solve it. Therefore, I get the positive brand image on Thomas Cook, then, I purchase a quite expensive quality with my friends, because I trust this brand. Therefore, if customer increases their positive attitude, they may also increase their involvement.