TY  - JOUR 
TI  - Involucramiento de producto y lealtad de marca para productos de consumo masivo en Bogotá D.C.
JO  - ESTUDIOS GERENCIALES;Vol. 29 No. 128
PB  - Universidad Icesi
PY  - 2013
issn 01235923
AB  - This article seeks to validate some hypotheses related with the relationship between Product Involvement 
and Brand Loyalty for consumer products in Bogotá (Colombia). To this end, information on the perceptions 
of product involvement and brand loyalty was collected from 478 consumers located in Bogota. The 
information collected was subsequently analyzed by Structural Equation Modeling, and was used to 
demonstrate a direct relationship between the product involvement and brand loyalty concepts. This 
information also shows some relationship between the dimensions of each concept. There were also 
differences in the behavior of these variables for different kinds of product.
KW  - Facultad de Ciencias Administrativas y Económicas
KW  - Producción intelectual registrada - Universidad Icesi
KW  - Estudios Gerenciales
KW  - Producto
KW  - Lealtad
KW  - Consumidores
KW  - Marca
KW  - Bogotá (Colombia);
KW  - Involvement
KW  - Loyalty
KW  - Consumer
UR  - http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1715
ER  -