{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,23]],"date-time":"2026-02-23T20:54:09Z","timestamp":1771880049133,"version":"3.50.1"},"reference-count":102,"publisher":"Emerald","issue":"4","license":[{"start":{"date-parts":[[2015,7,20]],"date-time":"2015-07-20T00:00:00Z","timestamp":1437350400000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2015,7,20]]},"abstract":"\n Purpose<\/jats:title>\n \u2013 This paper aims to contribute to the literature on brand loyalty by illustrating the mechanisms through which product involvement influences brand loyalty. In doing so, the study is original in considering the mediating role of the multidimensional price perceptions\u2019 construct. <\/jats:p>\n <\/jats:sec>\n \n Design\/methodology\/approach<\/jats:title>\n \u2013 Two thousand questionnaires were distributed in two shopping malls, yielding a sample of 535 consumers, covering eight different grocery products. To test the hypothesized model, the authors relied on structural equation modelling. <\/jats:p>\n <\/jats:sec>\n \n Findings<\/jats:title>\n \u2013 Product involvement influences on brand loyalty are partially mediated by price perceptions. This is a novel finding. Moreover, product involvement relates positively to six price perceptions, and this is also original. As expected, value consciousness and sale proneness are detrimental to brand loyalty, whereas price \u2013 quality schema contributes to it. Unexpectedly, however, price consciousness, sale proneness and price mavenism are positively related to loyalty. <\/jats:p>\n <\/jats:sec>\n \n Practical implications<\/jats:title>\n \u2013 Managers can improve brand loyalty by increasing consumers\u2019 product involvement, by reducing the reliance on a value-for-money orientation and on non-coupon promotions and by focusing on lower or higher prices and on coupon promotions and emphasizing a price \u2013 quality association. <\/jats:p>\n <\/jats:sec>\n \n Originality\/value<\/jats:title>\n \u2013 The product involvement\/brand loyalty relationship has been characterized by mixed findings. This paper contributes to this debate by clarifying the mechanisms through which involvement relates to loyalty. In doing this, this paper also innovates by investigating the relationship between involvement and the multidimensional price perceptions\u2019 construct. In this process, this paper also inquires how seven price perceptions relate to brand loyalty, with novel findings emerging.<\/jats:p>\n <\/jats:sec>","DOI":"10.1108\/jpbm-06-2014-0623","type":"journal-article","created":{"date-parts":[[2015,7,14]],"date-time":"2015-07-14T08:07:35Z","timestamp":1436861255000},"page":"349-364","source":"Crossref","is-referenced-by-count":66,"title":["Product involvement, price perceptions, and brand loyalty"],"prefix":"10.1108","volume":"24","author":[{"given":"Alcina G.","family":"Ferreira","sequence":"first","affiliation":[]},{"given":"Filipe J.","family":"Coelho","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"key":"key2020122300231505900_b1","doi-asserted-by":"crossref","unstructured":"Aaker, D.A.\n (1996), \u201cMeasuring brand equity across products and markets\u201d, \n California Management Review\n , Vol. 38 No. 3, pp. 102-121.","DOI":"10.2307\/41165845"},{"key":"key2020122300231505900_b2","doi-asserted-by":"crossref","unstructured":"Ailawadi, K.L.\n , \n Neslin, S.A.\n and \n Gedenk, K.\n (2001), \u201cPursuing the value-conscious consumer: store brands versus national brand promotions\u201d, \n Journal of Marketing\n , Vol. 65 No. 1, pp. 71-89.","DOI":"10.1509\/jmkg.65.1.71.18132"},{"key":"key2020122300231505900_b3","doi-asserted-by":"crossref","unstructured":"Alford, B.L.\n and \n Biswas, A.\n (2002), \u201cThe effects of discount level, price consciousness and sale proneness on consumers\u2019 price perception and behavioral intention\u201d, \n Journal of Business Research\n , Vol. 55 No. 9, pp. 775-783.","DOI":"10.1016\/S0148-2963(00)00214-9"},{"key":"key2020122300231505900_b4","doi-asserted-by":"crossref","unstructured":"Allaway, A.W.\n , \n Huddleston, P.\n , \n Whipple, J.\n and \n Ellinger, A.E.\n (2011), \u201cCustomer-based brand equity, equity drivers, and customer loyalty in the supermarket industry\u201d, \n Journal of Product & Brand Management\n , Vol. 20 No. 3, pp. 190-204.","DOI":"10.1108\/10610421111134923"},{"key":"key2020122300231505900_b5","doi-asserted-by":"crossref","unstructured":"Allender, W.J.\n and \n Richards, T.J.\n (2012), \u201cBrand loyalty and price promotion strategies: an empirical analysis\u201d, \n Journal of Retailing\n , Vol. 88 No. 3, pp. 323-342.","DOI":"10.1016\/j.jretai.2012.01.001"},{"key":"key2020122300231505900_b6","doi-asserted-by":"crossref","unstructured":"Andrews, J.C.\n , \n Durvasula, S.\n and \n Akhter, S.H.\n (1991), \u201cA framework for conceptualizing and measuring the involvement construct in advertising research\u201d, \n Journal of Advertising\n , Vol. 19 No. 4, pp. 27-40.","DOI":"10.1080\/00913367.1990.10673198"},{"key":"key2020122300231505900_b7","unstructured":"Andrews, M.L.\n and \n Benedicktus, R.I.\n (2006), \u201cAre consumer innovators less resistant to change than market mavens?\u201d, in \n S. 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