This study explores the relationship between involvement and brand loyalty among flight passengers in an airline service context. We adopted three dimensions from a consumer involvement profile (CIP) and two dimensions of brand loyalty (attitude loyalty and purchase loyalty) as a conceptual framework. A total of 271 valid responses were obtained at Taiwan Taoyuan International Airport for SEM analysis. Results revealed significant relationships between attitudinal loyalty and the two involvement dimensions of pleasure and sign value. In addition, attitudinal loyalty was a significant explanatory variable in the prediction of behavioural loyalty. Implications for airline practice and further research are also discussed.
['Lily Shui Lien Chen', 'Michael Chih Hung Wang', 'Julian Ming Sung Cheng', 'Hadi Kuntjara']
Consumer involvement and brand loyalty in services: evidence from the commercial airline industry in Taiwan