Research Methodology

Abstract

The central premise of this study was that the attitudinal and behavioral dimensions of consumer–brand relationships play a crucial role in creating, augmenting, and maintaining the brand relationships with customers, an idea that has support in the literature but requires further empirical validation. Therefore, the study was organized into two phases. Phase I was a qualitative study that looked at the exploration and integration of attitudinal and behavioral dimensions of consumer–brand relationships and subsequent conceptual model development. Following this, phase II looked at empirical model validation, using quantitative structural equation modeling (SEM) to better understand how the attitudinal and behavioral components work as an integrative mechanism to build consumer–brand relationships.