Rethinking the Origins of Involvement and Brand Commitment: Insights from Postsocialist Central Europe

Drawing on our work in two postsocialist countries, Hungary and Romania, we contribute to understanding product involvement and brand commitment. We demonstrate that prominent political‐cultural discourses, cultural intermediaries, social influences, and life themes and projects collectively prompt product involvement. We introduce the concept of involvement with branded products and examine its origins within a sociohistorical context. We consider the origins of brand commitment and illustrate that consumers with little interest in either the product category or the idea of branded products may be committed to particular brands. Further, we contribute to understanding the relationships among product involvement, brand commitment, and brand experimentation.