Resumo

DUQUE-OLIVA, Edison Jair  e  RAMIREZ-ANGULO, Pedro Julián. Conceptual evolution and relationship between involvement and loyalty. suma neg. [online]. 2014, vol.5, n.12, pp.169-179. ISSN 2215-910X.  https://doi.org/10.1016/s2215-910x(14)70039-4.

The constructs of involvement and loyalty, like many other concepts of Marketing, have presented problems of epistemological uniqueness and strength that impedes scientific recognition. This article proposes an inclusive definition for Involvement and Loyalty, from a background review on these concepts. Furthermore, three other research approaches on the involvement-loyalty relationship are identified: (a) the direct relationship between the constructs; (b) the relationship mediated by social, situational and personal factors, and (c) the relationship mediated by other conceptual elements from various theories of Relationship Marketing. Finally, possible theoretical and practical implications are suggested for future research.

Palavras-chave : Involvement; Loyalty; Marketing; Relationship; Framework.

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