Show simple item record

dc.contributor.authorGrace, D
dc.contributor.authorRoss, M
dc.contributor.authorKing, C
dc.date.accessioned2019-09-22T23:04:43Z
dc.date.available2019-09-22T23:04:43Z
dc.date.issued2020
dc.identifier.issn0969-6989
dc.identifier.doi10.1016/j.jretconser.2019.101908
dc.identifier.urihttp://hdl.handle.net/10072/387441
dc.description.abstractThe goal of this research is to develop and validate a multi-dimensional scale measure of brand fidelity. This paper reports the rigorous process of scale development, through two separate studies involving 592 US consumers. Study 1 involves scale item generation, content validation and scale purification, while Study 2 involves a two-wave data collection method, evaluating the refined brand fidelity scale within a nomological network of relationships. The results demonstrate the 20-item brand fidelity scale to have strong construct validity as a first-order reflective, second-order formative scale. The findings suggest that if consumers engage in the behaviours/cognitions (as defined within the brand fidelity scale), then consumer/brand relationships are likely to be stable and predictable; are likely to endure the ravages of time; and, importantly, are likely to remain monogamous. For practitioners, the overall brand fidelity score can be used to track brand performance over time and for industry benchmarking purposes. Additionally, the measured brand fidelity dimensions provide specific direction upon which remedial marketing action can be implemented.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherElsevier
dc.publisher.placeUnited Kingdom
dc.relation.ispartofpagefrom101908:1
dc.relation.ispartofpageto101908:12
dc.relation.ispartofjournalJournal of Retailing and Consumer Services
dc.relation.ispartofvolume52
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchBusiness and Management
dc.subject.fieldofresearchTourism
dc.subject.fieldofresearchcode1505
dc.subject.fieldofresearchcode1503
dc.subject.fieldofresearchcode1506
dc.titleBrand fidelity: Scale development and validation
dc.typeJournal article
dc.type.descriptionC1 - Articles
dcterms.bibliographicCitationGrace, D; Ross, M; King, C, Brand fidelity: Scale development and validation, Journal of Retailing and Consumer Services, 2020, 52, pp. 101908:1-101908:12
dcterms.licensehttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.date.updated2019-09-17T05:09:01Z
dc.description.versionAccepted Manuscript (AM)
gro.rights.copyright© 2020 Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International Licence (http://creativecommons.org/licenses/by-nc-nd/4.0/) which permits unrestricted, non-commercial use, distribution and reproduction in any medium, providing that the work is properly cited.
gro.hasfulltextFull Text
gro.griffith.authorGrace, Debra A.
gro.griffith.authorRoss, Mitchell J.


Files in this item

This item appears in the following Collection(s)

  • Journal articles
    Contains articles published by Griffith authors in scholarly journals.

Show simple item record