Brand commitment: A new four-dimensional (4 Es) conceptualisation and scale
Abstract:In the marketing literature, there are at least seven different, inconsistent and confusing perspectives regarding brand commitment. The current study attempts to bridge these inconsistent perspectives. It modifies and combines four well-established and related constructs of consumer behaviour into a new scale of brand commitment. The current study suggests four dimensions of commitment: involvement - engagement attachment; satisfaction - experiential attachment; loyalty - emotional attachment; and relative performance - evaluation attachment. Loyalty and involvement are emotional in nature and thus represent the affective component of brand commitment while satisfaction and performance are formed after consumption and therefore represent the calculative component.
The reliability and validity of the brand commitment scale is established. The commitment scale was subjected to calibration and validation by applying exploratory and confirmatory factor analyses. The proposed commitment scale was found to be highly reliable and the nomological validity of the scale was established by showing that commitment is highly and positively correlated with overall attitude, brand preference, purchase intention and recommendation.
Document Type: Research Article
Publication date: 2012-09-01
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