Dimensions of purchase-decision involvement: Affective and cognitive involvement in product and brand

Jooyoung Kim, Yongjun Sung

Research output: Contribution to journalArticle

11 Citations (Scopus)

Abstract

The purpose of this study is to demonstrate that purchase-decision involvement (PDI) can be considered a multidimensional construct consisting of four lower order constructs (that is, cognitive vs affective involvement and product vs brand involvement) and to show the usefulness of measuring these four types of involvement to marketing and advertising managers. The results from the confirmatory factor analysis procedure using a sample of 688 college students support the distinction of the proposed dimensions and suggest a new product classification plot that could provide marketers with more interpretable insights for marketing strategies.Journal of Brand Management (2009) 16, 504-519. doi:10.1057/bm.2008.39; published online 5 December 2008.

Original languageEnglish
Pages (from-to)504-519
Number of pages16
JournalJournal of Brand Management
Volume16
Issue number8
DOIs
Publication statusPublished - 2009 Jul 1

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing

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