Brand commitment: A new four-dimensional (4 Es) conceptualisation and scale

$25.76 plus tax (Refund Policy)

Buy Article:

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.

Keywords: BRAND COMMITMENT SCALE; INVOLVEMENT; LOYALTY; RELATIVE BRAND PERFORMANCE; SATISFACTION

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/147539212X13469450373155

Publication date: September 1, 2012

More about this publication?
Related content

Tools

Favourites

Share Content

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
X
Cookie Policy
ingentaconnect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more