Journal ArticleDOI
Evaluation of brand relationship quality using formative index: a novel measurement approach
TLDR
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.read more
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References
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Journal ArticleDOI
Do relational norms matter in consumer-brand relationships?
TL;DR: In this paper, a conceptual framework that highlights the mediating role of relational norms in CBR, their effect on brand-relationship quality (BRQ) and their linkage between the characteristics of the dyad and consumer behavior was developed.
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Brand experience and customer citizenship behavior: the role of brand relationship quality
TL;DR: In this article, the mediating role of brand relationship quality in the relationship between brand experience and customer citizenship behavior was examined, and the findings suggest that marketing or service managers should build high quality of customer-brand relationship to enhance customer citizenship behaviors by providing memorable and pleasurable brand experiences.
Journal Article
Acceptance of Brand Extensions: Interactive Influences of Product Category Similarity, Typicality of Claimed Benefits, and Brand Relationship Quality
Journal ArticleDOI
Building brand relationship quality among hotel loyalty program members.
TL;DR: In this paper, the authors investigated the impact of the loyalty program members' satisfaction toward the hotel loyalty program benefits and the customer management relationship initiatives of individual hotels on the brand relationship quality (BRQ), i.e. their relationship quality with the hotel brand, and its outcomes.
Journal ArticleDOI
Factor Indeterminacy as Metrological Uncertainty: Implications for Advancing Psychological Measurement.
TL;DR: This research argues that factor indeterminacy is uncertainty, and offers a range of recommendations toward achieving the goal of improving psychological measurement over time.