소비자-브랜드 관계 측정에 관한 연구

Measuring Consumer-Brand Relationship

&nbsp;&nbsp;Recently marketing academicians and practitioners have stressed the impotance of the consumer-brand relationship. This research investigates the measurement of consumer-brand relationship quality(BRQ).<BR>&nbsp;&nbsp;We hypothesize that BRQ is a one-dimension construct consisting of six components-interdependence, commitment, love/passion, self-connection, intimacy, brand partner quality- and that each of the six can be measured reliably with a multi-item scale.<BR>&nbsp;&nbsp;Reliability for the six components scale is examined. Coefficient alpha for every multi-item scale exceeds .7. We also find evidence of convergent validity, discriminant validity, and thus we find support for the construct validity of the six-component model of consumer-brand relationship quality.