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

Jooyoung Kim, Youngjun 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

Fingerprint

Purchase decision
Managers
New products
College students
Confirmatory factor analysis
Marketing
Usefulness
Brand management
Marketers
Marketing strategy

ASJC Scopus subject areas

  • Marketing
  • Strategy and Management

Cite this

Dimensions of purchase-decision involvement : Affective and cognitive involvement in product and brand. / Kim, Jooyoung; Sung, Youngjun.

In: Journal of Brand Management, Vol. 16, No. 8, 01.07.2009, p. 504-519.

Research output: Contribution to journalArticle

@article{09c89e53ca0449cb8e31ecb859d6d3fd,
title = "Dimensions of purchase-decision involvement: Affective and cognitive involvement in product and brand",
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.",
author = "Jooyoung Kim and Youngjun Sung",
year = "2009",
month = "7",
day = "1",
doi = "10.1057/bm.2008.39",
language = "English",
volume = "16",
pages = "504--519",
journal = "Journal of Brand Management",
issn = "1350-231X",
publisher = "Palgrave Macmillan Ltd.",
number = "8",

}

TY - JOUR

T1 - Dimensions of purchase-decision involvement

T2 - Affective and cognitive involvement in product and brand

AU - Kim, Jooyoung

AU - Sung, Youngjun

PY - 2009/7/1

Y1 - 2009/7/1

N2 - 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.

AB - 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.

UR - http://www.scopus.com/inward/record.url?scp=68149114263&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=68149114263&partnerID=8YFLogxK

U2 - 10.1057/bm.2008.39

DO - 10.1057/bm.2008.39

M3 - Article

AN - SCOPUS:68149114263

VL - 16

SP - 504

EP - 519

JO - Journal of Brand Management

JF - Journal of Brand Management

SN - 1350-231X

IS - 8

ER -