Abstract

Creating and maintaining strong brand and a band wagon of loyal customers have become increasingly difficult in today's competitive environment due to proliferation of numerous brands in a generic product category. Brand loyalty has been shown to be associated with higher rates of return on investment due to increase in the market share. Children’s influence on family purchase decision depends on a number of parameters and situations. Children exercise various methods to influence their parents’ decision. Their influence varies from products to products. It depends on parents’ education, profession, income, single parent working or both parents working, and type of family. Astonishingly, very few studies have been undertaken to relate the brand loyalty and product involvement behavior of teenagers. The data for this study are gathered from a cross section of teenagers of different socioeconomic backgrounds, from the major metros of Indi during the third quarter of 2014. In this paper aside including only involvement of product brand influence scores, brand trust and the size of the consideration set have been incorporated to predict brand loyalty of teens. The findings of the study reveal that multi-dimensional measure is a better predictor of loyalty behavior. Research findings also reveal that different explanatory variables have diverse influence on the brand loyalty behavior of teens.

 Key words: Brand loyalty, product involvement, Indian teens, brand influence score.