Investigation of the Relationship between Product Involvement and Brand Commitment

The goal of marketing is addressing the needs of customers. The consumer’s behavior defines selection style, purchase, usage and consumption of the goods, services, ideas, and experiences by individuals, groups, and organizations.Understanding consumer’s behavior and recognizing customers is not a simple job. Customers may express their requests in one manner and act differently. They may not be aware of their real motivations or may react towards the effective factors. However, marketers should examine the needs of their customers, their mental understanding, and their purchase behavior. Marketers must know about different factors the affect the selection of various brands by buyers.This paper studies the relation between mental engagement that a product produces and suggests the effective factors in the following assumptions:Assumption 1: Desire toward a product has a direct effect on product engagement.Assumption 2: Specifications of a product have a direct effect on product engagement.Assumption 3: Information sources have a direct effect on product engagement.Assumption 4: Desire toward a product has a direct effect on brand obligation.Assumption 5: Specifications of a product have a direct effect on brand obligation.Assumption 6: Information sources have a direct effect on brand obligation.Assumption 7: Product engagement has a direct effect on brand obligation.According to statistical results, assumptions 1, 3, 4, and 7 are accepted and assumptions 2, 5, and 6 are rejected.The method of this study is descriptive-traversal and is from correlation type, because the relations between variables are investigated and a questionnaire is used to gather data. Statistical society of this study consisted of the academia of the Islamic Azad University- South Tehran, Central Tehran, North Tehran, and Sciences and Researches Branches. The questionnaires were distributed within an interval of one month in autumn 2010