This article seeks to validate some hypotheses related with the relationship between Product Involvement
and Brand Loyalty for consumer products in Bogotá (Colombia). To this end, information on the perceptions
of product involvement and brand loyalty was collected from 478 consumers located in Bogota. The
information collected was subsequently analyzed by Structural Equation Modeling, and was used to
demonstrate a direct relationship between the product involvement and brand loyalty concepts. This
information also shows some relationship between the dimensions of each concept. There were also
differences in the behavior of these variables for different kinds of product.
