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Theoretical Development and Hypotheses

In: Mixed Method Research Design

Author

Listed:
  • S. Sreejesh

    (IFHE University)

  • Sanjay Mohapatra

    (Xavier Institute of Management)

Abstract

Based upon the conceptualization outlined in Chap. 2 and qualitative results, this chapter integrates the attitudinal and behavioral dimensions of consumer–brand relationships (CBR) and develops a theoretical framework of CBR. To this end, it first comprehensively conceptualizes the CBR framework. Next, the underlying attitudinal and behavioral dimensions of CBR are presented in detail. Following this, a set of empirically testable hypotheses was developed and an integrative model of CBR generated.

Suggested Citation

  • S. Sreejesh & Sanjay Mohapatra, 2014. "Theoretical Development and Hypotheses," Springer Books, in: Mixed Method Research Design, edition 127, chapter 3, pages 27-46, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-02687-9_3
    DOI: 10.1007/978-3-319-02687-9_3
    as

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