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Brand respect: Conceptualization, scale development and validation

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  • Jahanvi, Jahanvi
  • Sharma, Meenakshi

Abstract

Some brands hold a special place in the hearts and minds of the consumers. Those are Lovemarks, which transcends brands. However, a scale to measure Brand Respect, which is a part of lovemark, has yet to be developed. To address this exception, following the literature in theory of measurement, this research conducts a sequence of 3 studies and develops a multi-dimensional scale of brand respect which comprises three dimensions-performance, trust and reputation in accordance with lovemark theory proposed by Robert’s. However, Brand acceptance is the new addition to the theory. Statistics were drawn from 462 consumers of Fashion, Transportation and Technological sectors in Delhi, NCR. The scale shows internal consistency, reliability, construct validity and nomological validity. Future research directions and Implications of the study are discussed.

Suggested Citation

  • Jahanvi, Jahanvi & Sharma, Meenakshi, 2021. "Brand respect: Conceptualization, scale development and validation," Journal of Business Research, Elsevier, vol. 132(C), pages 115-123.
  • Handle: RePEc:eee:jbrese:v:132:y:2021:i:c:p:115-123
    DOI: 10.1016/j.jbusres.2021.04.016
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    References listed on IDEAS

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