Antecedents and Outcomes of Nation Brand Love–Model Questionnaire

Abstract

The Antecedents and Outcomes of Nation Brand Love–Model (Yadav, Paul, & Mittal, 2023) was developed for a study exploring the role of nation brand experience in bolstering a nation’s global reputation, particularly in the context of globalization. A robust nation brand holds significant implications for attracting foreign businesses and tourists, as well as benefiting brands originating from that country. The proposed items for this model were adapted from previous research (e.g., Brakus et al., 2009; Barnes et al., 2014; Bagozzi et al., 2017). The language of the constructs was slightly adjusted to fit the current context. Data were collected from foreign tourists in India, and the study reported results concerning factor structure, reliability, and validity.

Keywords

Nation Brand Love; Brand Experience; Brand Loyalty; Sensory Nation Brand Experience; Affective Nation Brand Experience; Behavioral Nation Brand Experience; Intellectual Nation Brand Experience; Nation Brand Loyalty; Word-Of-Mouth; Brand Preferences; Consumer Attitudes; Consumer Behavior; Loyalty; Social Marketing; Tourism; Consumer Measures

Authors

Yadav, Rohit; Paul, Justin; Mittal, Amit

Purpose

The purpose of this measurement model is to assess tourists’ nation brand love as a mediator between the relationship of nation brand experiences and nation brand loyalty, and travelers’ positive word of mouth.

Validity

Convergent and Discriminant Validity: The data analysis indicated that factor loadings were above the threshold value (0.70). Scale reliability (0.6–0.85) and Average Variance Extracted (AVE) (0.5) also met the requirements, thus verifying convergent validity (Hair et al., 2010). Furthermore, AVE values for every construct were greater than the squared multiple correlations among constructs, exhibiting discriminant validity (Fornell & Larcker, 1981).

Reliability

Internal consistency: Cronbach’s alpha and Composite Reliability (CR) values among the factors ranged from 0.661-0.849 and 0.91-0.95, respectively.

Factor Analysis

Confirmatory factor analysis: The results demonstrated a good model fit with acceptable indices scores (χ2 = 192.4; def. = 90; RMSEA = 0.059; CFI = 0.96; GFI = 0.95).

Instrument

Test Type: Original Inventory/Questionnaire
Format: Each item is assessed using a five-point Likert scale with endpoints of “strongly disagree (1)” and “strongly agree (5).” The administration method is paper-based.
Language Available: English
Population Group: Human (Male, Female), specifically Tourists.
Age Group: Adulthood (18 yrs & older), Young Adulthood (18-29 yrs), Thirties (30-39 yrs).
Population Details: Respondents were tourists located in India.
Test Methodology: Test Validity; Convergent Validity; Discriminant Validity; Test Reliability; Internal Consistency; Factor Analysis; Confirmatory Factor Analysis; Measurement Model.

Authors Including

Author ORCID Identifier:

• Yadav, Rohit: orcid.org/0000-0002-7573-8005

• Paul, Justin: orcid.org/0000-0001-5062-8371

• Mittal, Amit: orcid.org/0000-0002-1191-4620

Affiliation:

• Yadav, Rohit: SGT University Faculty of Commerce and Management

• Paul, Justin: University of Puerto Rico Graduate School of Business

• Mittal, Amit: Chitkara University Chitkara Business School

Email addresses:

• Mittal, Amit: [email protected]

Correspondence Address:

• Mittal, Amit: [email protected]

Permissions & Fee and Test Year

Permissions: Contact Corresponding Author.
Fee: No
Commercial: No
Test Year: 2023

References

Yadav, R., Paul, J., & Mittal, A. (2023). Impact of nation brand experience on nation brand loyalty, and positive WOM in a changing environment: The role of nation brand love. International Marketing Review, 40(1), 28–48. doi.org/10.1108/IMR-05-2021-0173

Files

No data is Available.

Items of the Antecedents and Outcomes of Nation Brand Love–Model

This is a 21-item measure. The test items are not available.
Factors and Subscales: The model includes the following factors: Sensory Nation Brand Experience, Affective Nation Brand Experience, Behavioral Nation Brand Experience, Intellectual Nation Brand Experience, Nation Brand Love, Nation Brand Loyalty, and Word-of-Mouth.