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Analysis of Brand Resonance Measures to Access, Dimensionality, Reliability and Validity

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  • Umesh Ramchandra Raut
  • Pedro Quelhas Brito
  • Prafulla Arjun Pawar

Abstract

The aim of the present study is to analyze brand resonance measures to assess reliability, dimensionality and validity using existing models of brand resonance. This study is based on a mixed approach of research methodology, using qualitative and quantitative methods. In the qualitative approach, we use expert interview and focus group discussion tools. In the quantitative approach, a corporate survey was conducted and 560 responses were collected through a structured questionnaire. The analysis is performed using statistical scaling tools such as Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). This study initiated scale extraction and operationalization processes for 72 observed variables to measure nine latent variables and obtained 34 statistically extracted observed variables. The study provides a reliable and validated means to measure brand resonance constructs. The study develops a brand resonance scale, which can help brand managers to measure consumers’ levels of brand resonance, in order to describe the strength of the bond of their consumer with their brand(s). This study develops empirically extracted measures of brand resonance, making it distinctive in the branding literature. The study also ensures all important aspects of measurement scale, such as validity and reliability.

Suggested Citation

  • Umesh Ramchandra Raut & Pedro Quelhas Brito & Prafulla Arjun Pawar, 2020. "Analysis of Brand Resonance Measures to Access, Dimensionality, Reliability and Validity," Global Business Review, International Management Institute, vol. 21(1), pages 162-175, February.
    • Handle: RePEc:sae:globus:v:21:y:2020:i:1:p:162-175
    DOI: 10.1177/0972150919846964
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    References listed on IDEAS

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    1. Avery, Jill, 2012. "Defending the markers of masculinity: Consumer resistance to brand gender-bending," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 322-336.
    2. Umesh Ramchandra Raut & Pedro Quelhas Brito, 2014. "An analysis of brand relationship with the perceptive of customer based brand equity pyramid," FEP Working Papers 526, Universidade do Porto, Faculdade de Economia do Porto.
    3. Henry Kaiser, 1974. "An index of factorial simplicity," Psychometrika, Springer;The Psychometric Society, vol. 39(1), pages 31-36, March.
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    Cited by:

    1. Raghda Abdellatif Abdelkhalik Elsayed, 2023. "The effect of investment in the brand value chain on profitability and market value of the firm: lesson of success taken from Amazon," Future Business Journal, Springer, vol. 9(1), pages 1-17, December.
    2. Ian Ruthven, 2021. "Resonance and the experience of relevance," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 72(5), pages 554-569, May.

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