Theoretical Development and Hypotheses

S. Sreejesh () and Sanjay Mohapatra ()
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S. Sreejesh: IFHE University
Sanjay Mohapatra: Xavier Institute of Management

Chapter 3 in Mixed Method Research Design, 2014, pp 27-46 from Springer

Abstract: Abstract Based upon the conceptualization outlined in Chap. 2 and qualitative results, this chapter integrates the attitudinal and behavioral dimensions of consumer–brand relationships (CBR) and develops a theoretical framework of CBR. To this end, it first comprehensively conceptualizes the CBR framework. Next, the underlying attitudinal and behavioral dimensions of CBR are presented in detail. Following this, a set of empirically testable hypotheses was developed and an integrative model of CBR generated.

Keywords: Brand Equity; Brand Loyalty; Brand Attitude; Repurchase Intention; Continuance Commitment (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-02687-9_3

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DOI: 10.1007/978-3-319-02687-9_3

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