- Research Article
- Open Access
How to measure brand relationship quality?
Frontiers of Business Research in China volume 1, pages300–318 (2007)
The aim of this research is to develop a new evaluation approach based on a brand relationship index model (BRI model), which includes a three stage study on the indicator system; indicator weight; and indicator integration. Based on brand identity theory and interpersonal relationship theory, four-brand relationship participants and three-brand relationship natures are put forward to make up a hypothesis of twelve-dimension brand relationships. Through a series of empirical studies based on exploratory factor analysis (EFA) and confirmatory factor analysis (CFA), a five-dimension structure of brand relationships is obtained, which is the basis of the indicator system. Indicator weight is calculated by the normalization of path coefficients derived from a second order factor analysis of the five dimensions. Indicator integration is based on the Weighted Sum method. Based on these three ingredients, the brand relationship index (BRI) model is developed. According to analysis of data on ten mobile phone brands, the BRI model is tested.
Aaker D A (1991). Managing Brand Equity. New York: Free Press
Aaker D A (1995). Building Strong Brands. New York: Free Press
Aaker J, Fournier S, Brasel S A (2001). Charting the development of consumer-brand relationships. Research Paper Series, Graduate School of Business Stanford University
Barnes J G (2000). Secrets of Customer Relationship Management: It’s All About How You Make Them Feel. New York: McGraw-Hill
Blackston M (1992). Observations: Building equity by managing the brand’s relationships. Journal of Advertising Research, (32): 79–83.
Chen Zhengsui, Hong Shunqin (1999). Scale development of consuming goods brand equity based on customer. Zhongshan Management Review, 7(4): 1175–1199 (in Chinese)
Duncan T, Moriarty S (1997). Driving Brand Value. New York: McGraw-Hill
Fournier S M (1998). Consumer and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, (24): 343–373
Griffin J (1995). Grasping Customer Heart: How to Cultivate and Maintain Loyal Customer. CA: Jossey-Bass, Inc.
Grönroos C (2000). Service Management and Marketing: A Customer Relationship Management Approach (2nd Edition). London: John Wiley & Sons, Inc.
Hou Jietai, Wen Zhonglin, Cheng Zhijuan (2004). Structure Equation Model and Its Applications. Beijing: Education Science Press (in Chinese)
Huang Shengbin, Lu Taihong (2003). Localization research on brand personality dimensions. Nankai Management Review, (1): 4–9 (in Chinese)
Le Guo’an (2002). Current Chinese Interpersonal Relationships Research. Tianjin: Nankai University Press (in Chinese)
Lu Taihong (2002). Evaluation models and methods on brand equity. Sun Yat-Sen University Journal (Social Sciences), (3): 88–96 (in Chinese)
Lu Taihong, Zhou Zhimin (2003). Brand theories based on brand relationships: A research model and prospects. Business Economics and Administration, (2): 4–9 (in Chinese)
Keller K L (2001). Building customer-based brand equity. Marketing Management, (10): 14–19
Malhotra N K (1999). Marketing Research: An Applied Orientation (3rd Edition). NJ: Prentice Hall, Inc.
McAlexander J H, Schouten J W, Koenig H F (2002). Building brand community. Journal of Marketing, (66): 38–54
Olsen S O (2002). Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty. Journal of the Academy of Marketing Science, (30): 240–249
Qiu Dong (1991). Systematic Analysis of Multi-Indicator Evaluation Method. Beijing: China Statistic Press (in Chinese)
Rust R T, Zeithaml, V A, Lemon K N (2000). Driving Customer Equity: How Customer Lifetime Value Is Reshaping Corporate Strategy. New York: Free Press
Sawhney M, Zabin J (2002). Managing and measuring relational equity in the network economy. Journal of the Academy of Marketing Science, (30): 313–332
Shi Guicheng, Wang Yonggui, Xin Jingang, Yu Bin (2005). Relationship strength: Scale development and construct validation. Nankai Management Review (in Chinese), (3): 74–82
Shi Ronghua (1989). Modern Social Psychology. Shanghai: East China Normal University Press (in Chinese)
Sirdeshmukh D, Singh J, Sabol B (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, (66): 15–37
Webster F E (2000). Jr. Understanding the relationships among brands, consumers, and resellers. Journal of the Academy of Marketing Science, (28): 17–23
Yoo C B, Naveen D (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, (52): 1–14
Zhang Zhiguang (1996). Social Psychology. Beijing: People Education Press (in Chinese)
Zheng Quanquan, Yu Guoliang (1999). Interpersonal Relationships Psychology. Beijing: People Education Press (in Chinese)
Zhou Zhimin (2005). Research scope, perspectives and prospects of brand relationship evaluation. Foreign Economics & Management, 1(1): 34–40 (in Chinese)
Translated from Yingxiao Kexue Xuebao 营销科学学报 (Journal of Marketing Science), 2006, 2(2): 24–40