Predicting Brand Loyalty and Product Involvement Behavior of Indian Teenagers Incorporating the Moderating Effect of Brand Influence Score.

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World Journal of Social Sciences Vol. 2. No. 1. January 2012. Pp. 54 - 73

Predicting Brand Loyalty and Product Involvement Behavior of Indian Teenagers Incorporating the Moderating Effect of Brand Influence Score. *Debasis Bhattacharya, ** Dipak Saha and ***Shuvendu Dey

Creating and maintaining strong brand and a band wagon of loyal customers have become increasingly difficult in today's competitive environment due to proliferation of numerous brands in a generic product category. Brand loyalty has been shown to be associated with higher rates of return on investment due to increase in the market share. Past studies in this area reveal the dependence of researchers to administer the scale developed by Kapferer and Laurent as well as the scale developed by Zaichkowsky to capture product involvement facet. Studies reveal that teenagers in India spend more than Rs 66000 million in a year only on clothing items. Astonishingly, very few studies have been undertaken to relate the brand loyalty and product involvement behavior of teenagers. The data for this study is gathered from a cross section of teenagers drawn from different socioeconomic backgrounds from the major metros of Indi during the third quarter of 2010. In this paper apart including only involvement from including product involvement brand influence scores, brand trust and the size of the consideration set have been incorporated to predict brand loyalty of teens. The findings of the study reveal that multi-dimensional measure is a better predictor of loyalty behavior than a unidimensional measure. Research findings also reveal that different explanatory variables have diverse influence on the brand loyalty behavior of teens.

Keywords: Brand Loyalty; Product Involvement; Indian Teens; Brand Influence Score. Field of Research: Marketing.

1. Introduction
Teenagers in the contemporary marketing environment constitute a pivotal market segment and deserve considerable attention from marketers and academicians due to the fact that the market is expanding and the teens spend vast amount of money for a wide variety of products. It is a reality that the children play a central role in influencing family purchasing decisions that has urged the marketing researchers to track their brand influencing behavior. It can hardly be denied that the degree of influence exerted by children differ across product categories as well as the stage of the decision making process. The teenage population is increasing exponentially over the last decade and for this reason the consumer behavior researchers are showing enormous interest to unveil the buying behavior of this growing segment. _______________________ *Debasis Bhattacharya, Associate Professor, Department of Commerce, University of North Bengal, India, email : debasisnbu@gmail.com ,M : +91(0)9434256212. **Dipak Saha, Assistant Professor, Department of Business Administration, Siliguri Institute of Technology, India, email : dipaksit@gmail.com, M : +91(0)9434210759. ***Shuvendu Dey, Assistant Professor, Department of Business Administration, Siliguri Institute of Technology, India , email :shuvendudey@rediffmail.com, M : +91(0)9434019648.

Bhattacharya, Saha & Dey
The Indian consumer market, which is primarily dominated by young generation, is becoming increasingly sophisticated and brand conscious. A typical upper middle class young consumer is beginning to look beyond the utility aspect of a product to seek intangibles like brand and lifestyle statement associated with the product. This modern consumer wants his purchases to reflect his lifestyle or at least the one he aspires for. As a result of this brand consciousness, the food and beverage segment of the FMCG sector is already witnessing a significant shift in demand from loose to branded products. India alone is home to 1.136 billion people, out of which an estimated 350 million are in the age bracket of 10-24 years. Their purchasing power has significantly...
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