Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/14225
Title: The dimensions and forms of consumer-brand relationship: Conceptualization and empirical validation
Authors: GOH SOH YIN, INGE
Keywords: Consumer-brand relationship, dimensions, forms, validation
Issue Date: 1-Sep-2004
Source: GOH SOH YIN, INGE (2004-09-01). The dimensions and forms of consumer-brand relationship: Conceptualization and empirical validation. ScholarBank@NUS Repository.
Abstract: This research reports on the empirical validation of the scale inventory that measures consumer-brand relationship (CBR). The results confirmed that the consumer-brand relationship scale has a replicable multidimensional factor structure, reasonable internal consistency reliability, convergent validity, discriminant validity, and nomological validity across different sets of brands and subjects.Beyond desirable measurement qualities, an understanding of the underlying nature of the CBR phenomenon evolved. Between the five underlying dimensions identified, discriminant analysis reveals three discriminant functions that best differentiate the CBR forms. The identification of the most parsimonious way to distinguish between the CBR forms allow us to identify the dimensional space that best represent each of the CBR forms.Next, the results of nomological validity testing show the strength of the different CBR forms and also provide further empirical evidence of the consequential effects of CBR. Last, there is some evidence to support the use of the CBR scale in the marketplace through a Known-Groups Test.
URI: http://scholarbank.nus.edu.sg/handle/10635/14225
Appears in Collections:Master's Theses (Open)

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01Title Page.pdf4.09 kBAdobe PDF

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02Acknowledgement.pdf8.28 kBAdobe PDF

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03Table of Contents.pdf9.95 kBAdobe PDF

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04Summary.pdf8.5 kBAdobe PDF

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05List of Tables.pdf6.61 kBAdobe PDF

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06List of Figures.pdf5.48 kBAdobe PDF

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07Chapter 1 Introduction.pdf14.4 kBAdobe PDF

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08Chapter 2 Literature Review.pdf110.17 kBAdobe PDF

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09Chapter 3 Study One - Exploring & Confirming the Underlying Dimensions.pdf83.09 kBAdobe PDF

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010Chapter 4 Study Two - Consequences of CBR.pdf38.41 kBAdobe PDF

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011Chapter 5 Study Three - Nomological Validity.pdf31.28 kBAdobe PDF

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012Chapter 6 Discussion.pdf21.74 kBAdobe PDF

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013Bibliography.pdf21.02 kBAdobe PDF

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014Appendix A Demographic Profile of Samples.pdf13.73 kBAdobe PDF

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015Appendix B Questionnaire.pdf70.63 kBAdobe PDF

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