The dimensions and forms of consumer-brand relationship: Conceptualization and empirical validation

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.