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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Creating a Relationship Dialogue: Communication, Interaction and Value
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Developing parsimonious retailer equity indexes using partial least squares analysis: a method and applications
TL;DR: In this paper, the authors outline a method, using partial least squares (PLS) analysis for developing parsimonious measures for retailer equity, which can be used by retailers as a benchmarking tool, as an indicator of the success (failure) of marketing strategies and tactics, as a means to evaluate the attractiveness of market segments, and as an instrument to examine the relative importance of the various components of retailer equity for specific retailers.
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Brand relationship quality and its value for personal contact.
TL;DR: In this paper, the authors show that brands with a unique and exciting personality qualify more likely for the role of partner and suggest that it is worth the effort to invest in such relationships because better relationships reduce the fear of inadequate privacy protection.