Rethinking the Origins of Involvement and Brand Commitment : Insights from Postsocialist Central Europe

@inproceedings{COULTER2003RethinkingTO,
  title={Rethinking the Origins of Involvement and Brand Commitment : Insights from Postsocialist Central Europe},
  author={ROBIN A. COULTER and Linda L. Price and Lawrence Feick},
  year={2003}
}
Drawing on our work in two postsocialist countries, Hungary and Romania, we contribute to understanding product involvement and brand commitment. We demonstrate that prominent political-cultural discourses, cultural intermediaries, social influences, and life themes and projects collectively prompt product involvement. We introduce the concept of involvement with branded products and examine its origins within a sociohistorical context. We consider the origins of brand commitment and illustrate… CONTINUE READING
Highly Cited
This paper has 35 citations. REVIEW CITATIONS