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Journal ArticleDOI

Evaluation of brand relationship quality using formative index: a novel measurement approach

18 Nov 2019-Journal of Product & Brand Management (Emerald Publishing Limited)-Vol. 29, Iss: 4, pp 505-516
TL;DR: The empirical findings exhibit that the automobile brand relationship quality (ABRQ) index based on the final set of six indicators effectively captures the conceptual domain ofBrand relationship quality.
Abstract: This paper aims to develop a parsimonious and robust formative index for evaluating and measuring the brand relationship quality of automobile brands.,Survey questionnaires were used to collect empirical data from 395 car owners, out of which 362 samples were included in the final analysis. Partial least squares technique was used for index construction.,The empirical findings exhibit that the automobile brand relationship quality (ABRQ) index based on the final set of six indicators effectively captures the conceptual domain of brand relationship quality. In addition, the external validity check affirms positive and significant influence of ABRQ index toward enhancing customer loyalty.,ABRQ index can assist the brand managers and academicians for benchmarking and market strategy formulation while contributing to the limited literature on brand relationship quality. Also, this index having six-indicators can considerably reduce the time and effort of respondents for filling the questionnaires, in turn, improving response rates.,This study represents a novel attempt to formulate a brand relationship quality index using formative measurement indicators, and as per the authors’ knowledge, has not been attempted by prior researchers in this domain.
Citations
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Posted Content
TL;DR: It is argued that researchers’ functional background and adherence to a specific position in philosophy of science contribute to the confusion over which method is “right” and which one is ‘wrong’ and researchers should instead focus on more fundamental aspects of modeling, measurement, and statistical analysis.
Abstract: Descriptive statistics and the application of multivariate data analysis techniques such as regression analysis and factor analysis belong to the core set of statistical instruments, and their use has generated findings that have significantly shaped the way we see the world today. The increasing reliance on and acceptance of statistical analysis, as well as the advent of powerful computer systems that allow for handling large amounts of data, paved the way for the development of more advanced next-generation analysis techniques. Structural equation modeling (SEM) is among the most useful advanced statistical analysis techniques that have emerged in the social sciences in recent decades. SEM is a class of multivariate techniques that combine aspects of factor analysis and regression, enabling the researcher to simultaneously examine relationships among measured variables and latent variables as well as between latent variables. Considering the ever-increasing importance of understanding latent phenomena such as consumer perceptions, attitudes, or intentions and their influence on organizational performance measures (e.g., stock prices), it is not surprising that SEM has become one of the most prominent statistical analysis techniques today. While there are many approaches to conducting SEM, the most widely applied method is certainly covariance-based SEM (CB-SEM). Since its introduction by Karl Joreskog in 1973, CB-SEM has received considerable interest among empirical researchers across virtually all social sciences disciplines. Recently, however, partial least squares SEM (PLS-SEM) has gained massive attention in the social sciences as an alternative means to estimate relationships among multiple latent variables, each measured by a number of manifest variables. Along with the ongoing development of both SEM techniques, research has recently witnessed an increasing debate about the relative advantages of PLS-SEM vis-a-vis other SEM methods, which resulted in the formation of two opposing camps. One group of scholars, supportive of the PLS-SEM method, has emphasized the method’s prediction-orientation and capabilities to handle complex models, small sample sizes, and formatively specified constructs. The other group has noted that PLS-SEM is not a latent variable method, producing biased and inconsistent parameter estimates, calling for the abandonment of the method. Tying in with these debates, in this manuscript, we highlight five different perspectives on comparing results from CB-SEM and PLS-SEM. These perspectives imply that the universal rejection of one method over the other is shortsighted as such a step necessarily rests on assumptions about unknown entities in a model and the parameter estimation. We argue that researchers’ functional background and adherence to a specific position in philosophy of science contribute to the confusion over which method is “right” and which one is “wrong.” Based on our descriptions, we offer five recommendations that share a common theme: The comparison of results from CB-SEM and PLS-SEM—despite considerable research interest—is misguided, capable of providing both false confidence and false concern. Instead of seeking confidence in the comparison of results from the different approaches, researchers should instead focus on more fundamental aspects of modeling, measurement, and statistical analysis.

157 citations

Journal ArticleDOI
TL;DR: In this article, the authors identify how brand relationship quality mediates the relationship between different online relational bonds, and attitudinal and behavioral loyalty, and a total of 316 valid relationships were analyzed.
Abstract: The current study aims to identify how brand relationship quality mediates the relationship between different online relational bonds, and attitudinal and behavioral loyalty. A total of 316 valid q...

17 citations

Journal ArticleDOI
TL;DR: In this paper, the authors introduce the concept of dysfunctional customer behavior toward a brand and argue that when customers perceive that a brand has failed to fulfill its promises, a psychological brand contract breach occurs, which in turn leads to a psychological Brand contract violation, which evokes dysfunctional customer behaviour toward the brand.
Abstract: This paper introduces the concept of dysfunctional customer behavior toward a brand and argues that when customers perceive that a brand has failed to fulfill its promises, a psychological brand contract breach occurs, which in turn leads to a psychological brand contract violation, which evokes dysfunctional customer behavior toward the brand. In addition, this study investigates whether the impact of a breach of this contract is dependent on brand relationship quality, brand apology and restitution.,Study 1 conducted the online survey and 224 respondents were used for data analysis and the moderating role of brand relationship quality was examined. Study 2 conducted an experiment with 201 participants to test the moderating role of brand apology and restitution.,This study found the moderating role of brand relationship quality, brand apology and brand restitution on the relationship between a psychological brand contract breach and dysfunctional customer behavior toward a brand (i.e. brand-negative word-of-mouth, brand retaliation and brand boycott), which is mediated by psychological brand contract violation.,This study contributes to the theoretical understanding of dysfunctional customer behavior toward a brand by integrating the literature on brand management with the organizational literature on psychological contracts between organizations and their employees. Furthermore, this study sheds light on the effectiveness of reparative actions by the firm after occurrence of the psychological brand contract breach.

7 citations

Journal ArticleDOI
TL;DR: In this paper , the authors explored the relationship between the perceived values of mobile shopping applications (MSApps) and customer Citizenship Behavior (CCB) through perceived well-being based upon the social exchange theory.

1 citations

Journal ArticleDOI
TL;DR: It is confirmed that privacy fatigue could directly explain the privacy paradox and cynicism turned the relationship between privacy concern and privacy protection behaviors from positive influence to negative influence, while emotional exhaustion would weaken the positive influence relationship.
Abstract: Powerful rising trends of mobile media platforms have also resulted in the escalation of users’ privacy concerns. However, there is a paradox between users’ attitudes towards privacy and their actual privacy disclosure behaviors. This study attempts to explain the phenomenon of privacy paradox in the mobile social media context from the privacy fatigue perspective. Based on the Elaboration Likelihood Model (ELM) and employing the method of Propensity Score Matching (PSM), this paper confirmed that privacy fatigue could directly explain the privacy paradox. Among the findings, cynicism turned the relationship between privacy concern and privacy protection behaviors from positive influence to negative influence, while emotional exhaustion would weaken the positive influence relationship between privacy concern and the intention to undertake privacy protection behaviors. In addition, the study also revealed the heterogeneous effects of individual characteristics and usage characteristics variables on how the privacy fatigue influences privacy paradox.

1 citations

References
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Journal ArticleDOI
TL;DR: A critical element in the evolution of a fundamental body of knowledge in marketing, as well as for improved marketing practice, is the development of better measures of the variables with which marketers deal with marketing as discussed by the authors.
Abstract: A critical element in the evolution of a fundamental body of knowledge in marketing, as well as for improved marketing practice, is the development of better measures of the variables with which ma...

14,727 citations

Journal ArticleDOI
TL;DR: In this article, a generalized form of the cross-validation criterion is applied to the choice and assessment of prediction using the data-analytic concept of a prescription, and examples used to illustrate the application are drawn from the problem areas of univariate estimation, linear regression and analysis of variance.
Abstract: SUMMARY A generalized form of the cross-validation criterion is applied to the choice and assessment of prediction using the data-analytic concept of a prescription. The examples used to illustrate the application are drawn from the problem areas of univariate estimation, linear regression and analysis of variance.

7,385 citations

Posted Content
Susan Fournier1
TL;DR: The authors argue for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legitimacy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumer-Brand bonds.
Abstract: Although the relationship metaphor dominates contemporary marketing thought and practice, surprisingly little empirical work has been conducted on relational phenomena in the consumer products domain, particularly at the level of the brand. In this article, the author: (1) argues for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legitimacy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumer-brand bonds; (2) provides a framework for characterizing and better understanding the types of relationships consumers form with brands; and (3) inducts from the data the concept of brand relationship quality, a diagnostic tool for conceptualizing and evaluating relationship strength. Three in-depth case studies inform this agenda, their interpretation guided by an integrative review of the literature on person-to-person relationships. Insights offered through application of inducted concepts to two relevant research domains — brand loyalty and brand personality — are advanced in closing. The exercise is intended to urge fellow researchers to refine, test, and augment the working hypotheses suggested herein and to progress toward these goals with confidence in the validity of the relationship premise at the level of consumers’ lived experiences with their brands.

5,694 citations

Journal ArticleDOI
TL;DR: In this paper, the authors argue for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legitimacy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumerbrand bonds.
Abstract: Although the relationship metaphor dominates contemporary marketing thought and practice, surprisingly little empirical work has been conducted on relational phenomena in the consumer products domain, particularly at the level of the brand. In this article, the author: (1) argues for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legitimacy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumer-brand bonds; (2) provides a framework for characterizing and better understanding the types of relationships consumers form with brands; and (3) inducts from the data the concept of brand relationship quality, a diagnostic tool for conceptualizing and evaluating relationship strength. Three in-depth case studies inform this agenda, their interpretation guided by an integrative review of the literature on person-to-person relationships. Insights offered through application of inducted concepts to two relevant research domains—brand loyalty and brand personality—are advanced in closing. The exercise is intended to urge fellow researchers to refine, test, and augment the working hypotheses suggested herein and to progress toward these goals with confidence in the validity of the relationship premise at the level of consumers' lived experiences with their brands.

5,618 citations

Journal ArticleDOI
TL;DR: A set of conceptual criteria is developed that can be used to determine whether a construct should be modeled as having formative or reflective indicators, and an estimate of the extent of measurement model misspecification in the field is estimated.
Abstract: A review of the literature suggests that few studies use formative indicator measurement models, even though they should. Therefore, the purpose of this research is to (a) discuss the distinction between formative and reflective measurement models, (b) develop a set of conceptual criteria that can be used to determine whether a construct should be modeled as having formative or reflective indicators, (c) review the marketing literature to obtain an estimate of the extent of measurement model misspecification in the field, (d) estimate the extent to which measurement model misspecification biases estimates of the relationships between constructs using a Monte Carlo simulation, and (e) provide recommendations for modeling formative indicator constructs.

5,022 citations