Consumer involvement with products: comparison of PII and NIP scales in the Brazilian context
This study aims to evaluate the extent to which two scales of consumer involvement with products converge: PII (Personal Involvement Inventory), by Zaichkowsky (1994), and NIP (New Involvement Profile), by Jain and Srinivasan (1990). The literature review encompasses the main studies on measur...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Fundação Escola de Comércio Álvares Penteado
2014-05-01
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| Series: | Revista Brasileira de Gestão De Negócios |
| Subjects: | |
| Online Access: | http://rbgn.fecap.br/RBGN/article/view/959 |