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Research Methodology

In: Mixed Method Research Design

Author

Listed:
  • S. Sreejesh

    (IFHE University)

  • Sanjay Mohapatra

    (Xavier Institute of Management)

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.

Suggested Citation

  • S. Sreejesh & Sanjay Mohapatra, 2014. "Research Methodology," Springer Books, in: Mixed Method Research Design, edition 127, chapter 4, pages 47-68, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-02687-9_4
    DOI: 10.1007/978-3-319-02687-9_4
    as

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