Date of Award

1-1-2012

Document Type

Campus Access Thesis

Department

Retailing

First Advisor

Jiyeon Kim

Abstract

A growing number of firms are investing in being on the cutting edge of customer connections. However, when retailers continually promote customer feedback, it can be a huge weakness if there's not a unique and involved communication channel with desirable customer benefits. Therefore, the purpose of this study is to examine the effects of customer product involvement on satisfaction, emotional connectivity, brand loyalty and word-of-mouth behavior. The relevance of this study will provide customers and retailers with insight about the perception of customer product involvement with a brand and how a brand can hope to improve its customer relationships through communication.

Share

COinS