Analysis of Brand Resonance Measures to Access, Dimensionality, Reliability and Validity

Abstract

The aim of the present study is to analyze brand resonance measures to assess reliability, dimensionality and validity using existing models of brand resonance. This study is based on a mixed approach of research methodology, using qualitative and quantitative methods. In the qualitative approach, we use expert interview and focus group discussion tools. In the quantitative approach, a corporate survey was conducted and 560 responses were collected through a structured questionnaire. The analysis is performed using statistical scaling tools such as Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). This study initiated scale extraction and operationalization processes for 72 observed variables to measure nine latent variables and obtained 34 statistically extracted observed variables. The study provides a reliable and validated means to measure brand resonance constructs. The study develops a brand resonance scale, which can help brand managers to measure consumers’ levels of brand resonance, in order to describe the strength of the bond of their consumer with their brand(s). This study develops empirically extracted measures of brand resonance, making it distinctive in the branding literature. The study also ensures all important aspects of measurement scale, such as validity and reliability.

Discussing the Relationships between Consumer Experiential Value, Celebrity Endorsement and Brand Resonance – Case Study of the STAYREAL Brand

“…In previous literature review of Keller's (2008) brand resonance pyramid it presents left half belongs to the utility function of brand efficacy and right half affect perception to meet consumers' psychological needs. The combination of utility and emotional functions allows consumers to reach a stage of resonance with the brand (Raut et al, 2020). Therefore, to see a whole frame of brand resonance, future research can examine the utility factors such as brand attributes in price, design, fabric, comfort, color, etc.…”

“…The right half belongs to the perceptual level where brand image will affect perception to meet the psychological and emotional needs of consumers. The combination of these two levels allows consumers to reach a stage of resonance with the brand (Raut, Brito, & Pawar, 2020). Brand Resonance refers to the characteristics of the relationship between the customer and the brand; and refers to the degree of synchronization between the customer and the brand (Raut et al, 2020).…”

Determinants of Brand Performance: Empirical Evidence From Tanzanian Brewing Companies

“…The study by Tran et al, (2020);and Raut et al, (2020) suggested that CFA can be used to measure convergent validity through assessment of the factor loadings. The result in Table 8 indicates that factor loadings for brand attitude, brand awareness, brand reputation and brand performance are greater than 0.5.…”

“…Results from Factor Analysis: According to Raut et al, (2020) it is necessary to conduct Kaiser-Meyer-Olkin (KMO) test before factor analysis. Lechien, et al, (2020) suggested that Kaiser-Meyer-Olkin (KMO) and Bartlett's Test of sphericity must be tested for purpose of identifying the fitness of the data for factor analysis.…”

Resonance and the experience of relevance

“…Within the marketing literature, the concept of brand resonance is particularly strong. This refers to the relationship a customer has with a product and the degree to which we, as a customer, believe we are compatible with the brand or believe we and the brand share the same values (Keller, 2012; Raut, Brito, & Pawar, 2020). Brand resonance is highly prized as it means a product has both reached an audience in terms of salience but also that the product has become meaningful to customers.…”