Presentación del EIM: un instrumento para medir la implicación de los consumidores con marcas comerciales

Resum

A variable like the Involvement is fundamental to explain both the consumer's behavior and some events in market. In previous studies we have just emphasized that the involvement can explain the position a brand ocupes in subject mind, understood it like a multidimensional construct orprofile composed of differents sources. From those and others studies we have tried to develop a measurement of this construct, with the intention it becomes more operative, parsimonious and usefisl. In this paper we present the EIM scale, composed by 18 items grouped in 6 subscales (Information, Utility, Importance, Identity, Pleasure and Risk), which has presented a satisfactory psychometric behavior.