AN EXAMINATION OF THE BRAND RELATIONSHIP QUALITY SCALE IN THE EVALUATION OF RESTAURANT BRANDS
Advances in Hospitality and Leisure
ISBN: 978-0-76231-158-3, eISBN: 978-1-84950-310-5
Publication date: 3 March 2005
Abstract
The relationship between brands and consumers is seen as an important element of strategic brand management. Past studies have examined different aspects of branding (e.g. brand equity, brand personality, brand image, brand loyalty), but there has been limited research investigating the quality of the relationship between consumers and brands. The present study aimed to examine various dimensions of the brand relationship quality from the European consumer’s point of view in the context of restaurant brands using Fournier’s (1994) short version of the brand relationship quality (BRQ) scale. The findings provided strong support for the validity of the brand relationship concept. Of the seven dimensions tested, four were found to be valid and reliable. The study produced a scale to measure the relationship between consumers and restaurant brands.
Citation
Ekinci, Y., Yoon, T.-H. and Oppewal, H. (2005), "AN EXAMINATION OF THE BRAND RELATIONSHIP QUALITY SCALE IN THE EVALUATION OF RESTAURANT BRANDS", Advances in Hospitality and Leisure (Advances in Hospitality and Leisure, Vol. 1), Emerald Group Publishing Limited, Leeds, pp. 189-197. https://doi.org/10.1016/S1745-3542(04)01012-4
Publisher
:Emerald Group Publishing Limited
Copyright © 2004, Emerald Group Publishing Limited