Master Graduated in Cultural Management

In order to understand consumer's behavior, knowing structure of consumer involvement is highly important. Consumer involvement is defined as perceived personal importance, or an interest regarding acquisition, consumption or disposition of goods, services or ideas. Consumer's involvement occurs when the customer has knowledge about the product which one of the effective elements is using the brand. Thus it is intended to investigate brand role in forming consumer involvement. In this research effects of brand reputation, brand loyalty, willing to pay higher, awareness of brand, brand popularity, brand name and brand quality on consumer's involvement are hypothesized. Required data were collected using 5-point Likert scale questionnaire. 124 questionnaires were randomly distributed in Refah chain stores in Isfahan city. The validity of the questionnaire was estimated by Cronbach’s alpha coefficient method and the results were analyzed utilizing SPSS and AMOS software. The results show that awareness of brand, willing to pay higher and brand popularity affect on consumer involvement