represents a consumer's long term and continuous interest in a brand or product category.
A)External involvement
B)Enduring involvement
C)Situational involvement
D)Salient involvement
E)Unique involvement

Question

Quizplus · Accepted Answer

Enduring involvement represents a consumer's long term and continuous interest in a brand or product category. It refers to the level of personal relevance and importance that a consumer attaches to a product or brand, which leads to a deep and enduring commitment to it. This type of involvement is different from situational involvement, which is based on specific purchasing situations and is more temporary in nature. Salient involvement refers to the level of importance that a product or brand has in a consumer's decision-making process, while unique involvement refers to a consumer's interest in a product or brand that is different from the norm. External involvement is not a relevant concept in this context.

Represents a Consumer's Long Term and Continuous Interest in a Brand