品牌欲望:规模发展与实证检验

Q3 Business, Management and Accounting

Journal of Asia-Pacific Business Pub Date : 2020-07-02 DOI:10.1080/10599231.2020.1783971

R. Joshi, Rajan Yadav

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引用次数: 4

摘要

本研究的目的是推荐并实证验证品牌欲望量表，并了解其在塑造亚洲发展中国家购买意愿中的作用。运用焦点小组技术、探索性因子分析和Lawse内容效度比对品牌欲望三条目量表进行了验证。此外，还提出了Brand“爱-欲望”框架，并对其进行了实证检验，同时对现有结构中可能出现的替代模型进行了检验。

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Brand Desire: Scale Development and Empirical Examination

ABSTRACT The purpose of the present research is to recommend & empirically validate the scale for brand desire and to understand its role in shaping purchase intention in a developing Asian country. A three-item scale for brand desire was validated through the utilization of focus group technique, exploratory factor analysis, and Lawse content validity ratio. Additionally, Brand “love-desire” framework is also proposed and empirically tested along with the testing of a possible alternative model which could emerge from the existing constructs.

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来源期刊

Journal of Asia-Pacific Business Business, Management and Accounting-Business and International Management

CiteScore

2.50

自引率

0.00%

发文量

期刊介绍： Present circumstances underscore the need to improve the understanding of conducting business with and within the Asia-Pacific countries. The Journal of Asia-Pacific Business™ provides a blend of cutting-edge knowledge and practical applications on business management and marketing strategy. In the Journal of Asia-Pacific Business™, you will find articles and feature sections that provide a pragmatic view of the business environment in this dynamic region. This essential resource offers readers a good blend of descriptive, conceptual, and theoretical articles dealing with current topics.