Analysis and Results

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

Chapter 5 in Mixed Method Research Design, 2014, pp 69-108 from Springer

Abstract: Abstract This study used a sequential dominant status mixed method design to explore, build, and test an exclusive model of consumer–brand relationships. As part assessing the study objectives, this chapter explains the data analysis and its results. The analysis and results of the study are divided into two major sections. The first section examines the results of the grounded theory approach used in this study, wherein presented a conceptual model of consumer–brand relationships. The second section presents the results of structural equation modeling (SEM) in which the conceptual model has been tested and validated statistically.

Keywords: Structural Equation Modeling; Confirmatory Factor Analysis; Exploratory Factor Analysis; Brand Equity; Brand Commitment (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_5

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

DOI: 10.1007/978-3-319-02687-9_5

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 ().