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Analysis and Results

In: Mixed Method Research Design

Author

Listed:
  • S. Sreejesh

    (IFHE University)

  • Sanjay Mohapatra

    (Xavier Institute of Management)

Abstract

This study used a sequential dominant status mixed method design to explore, build, and test an exclusive model of consumer–brand relationships. As part assessing the study objectives, this chapter explains the data analysis and its results. The analysis and results of the study are divided into two major sections. The first section examines the results of the grounded theory approach used in this study, wherein presented a conceptual model of consumer–brand relationships. The second section presents the results of structural equation modeling (SEM) in which the conceptual model has been tested and validated statistically.

Suggested Citation

  • S. Sreejesh & Sanjay Mohapatra, 2014. "Analysis and Results," Springer Books, in: Mixed Method Research Design, edition 127, chapter 5, pages 69-108, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-02687-9_5
    DOI: 10.1007/978-3-319-02687-9_5
    as

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