Research Methodology

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

Chapter 4 in Mixed Method Research Design, 2014, pp 47-68 from Springer

Abstract: Abstract The central premise of this study was that the attitudinal and behavioral dimensions of consumer–brand relationships play a crucial role in creating, augmenting, and maintaining the brand relationships with customers, an idea that has support in the literature but requires further empirical validation. Therefore, the study was organized into two phases. Phase I was a qualitative study that looked at the exploration and integration of attitudinal and behavioral dimensions of consumer–brand relationships and subsequent conceptual model development. Following this, phase II looked at empirical model validation, using quantitative structural equation modeling (SEM) to better understand how the attitudinal and behavioral components work as an integrative mechanism to build consumer–brand relationships.

Keywords: Structural Equation Modeling; Product Category; Brand Equity; Behavioral Dimension; Brand Loyalty (search for similar items in EconPapers)
Date: 2014
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-02687-9_4

Ordering information: This item can be ordered from
http://www.springer.com/9783319026879

DOI: 10.1007/978-3-319-02687-9_4

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().