Antecedents and Outcomes of Purchase Justification in a Hedonic Online Context–Model Questionnaire

Abstract

The Antecedents and Outcomes of Nation Brand Love–Model (Yadav, Paul, & Mittal, 2023) was developed for a study investigating the role of nation brand experience in enhancing a nation’s global reputation within the context of globalization. A strong nation brand is crucial not only for attracting foreign businesses and tourists but also for 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 research 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, Word-Of-Mouth, Brand Preferences, Consumer Attitudes, Consumer Behavior, Loyalty, Social Marketing, Tourism, Consumer Measures

Authors

Yadav, Rohit; Paul, Justin; Mittal, Amit

Purpose

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

Validity

Convergent and Discriminant Validity: The data analysis confirmed convergent validity, with factor loadings consistently above the threshold value of 0.70. Scale reliability ranged from 0.6 to 0.85, and the Average Variance Extracted (AVE) met the requirement of 0.5 (Hair et al., 2010). Discriminant validity was established as the AVE values for every construct were greater than the squared multiple correlations among the constructs, as per Fornell & Larcker (1981).

Reliability

Internal Consistency: The internal consistency of the factors was evaluated using Cronbach’s alpha and Composite Reliability (CR) values. Cronbach’s alpha ranged from 0.661 to 0.849, while CR values ranged from 0.91 to 0.95 across the factors.

Factor Analysis

Confirmatory Factor Analysis (CFA): The results of the confirmatory factor analysis indicated a good model fit, demonstrating acceptable indices scores. The chi-square (χ2) value was 192.4 with 90 degrees of freedom (def. = 90). The Root Mean Square Error of Approximation (RMSEA) was 0.059, the Comparative Fit Index (CFI) was 0.96, and the Goodness of Fit Index (GFI) was 0.95.

Instrument

Test Type: Original

Format: Each item is assessed using a five-point Likert scale, with endpoints labeled “strongly disagree (1)” and “strongly agree (5).”

Language Available: English

Population Group: Human; Male; Female

Age Group: Adulthood (18 yrs & older); Young Adulthood (18-29 yrs); Thirties (30-39 yrs)

Population Details: The respondents were tourists, and data collection took place in India.

Test Methodology: The methodology encompassed Test Validity (Convergent Validity, Discriminant Validity), Test Reliability (Internal Consistency), Factor Analysis (Confirmatory Factor Analysis), and Measurement Model evaluation.

Authors Including

Author ORCID Identifiers:

• 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 Email Addresses:

• 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

Correspondence Address:
Mittal, Amit: [email protected]

Permissions & Fee and Test Year

Permissions: Contact Corresponding Author

Fee: No

Commercial Use: 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 file is available

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

Number of Items: This is a 21-item measure.

Factors and Subscales:

• Sensory Nation Brand Experience

• Affective Nation Brand Experience

• Behavioral Nation Brand Experience

• Intellectual Nation Brand Experience

• Nation Brand Love

• Nation Brand Loyalty

• Word-of-Mouth

Test Items Availability: No data is Available

Test Location: 2023-51167-002, Appendix, Page 48

Administration Method: Paper

Antecedents and Outcomes of Purchase Justification in a Hedonic Online Context—Model

Constructs

Evaluative Tangibilityª:

• It was easy to judge the quality of my purchase without seeing it in person

• I could get a clear image of the product without seeing it in person

• It was easy to evaluate everything about this product without seeing it in person

Anticipatory Imaginationª:

• I could imagine what it would be like to wear this jewelry

• I could see my future self wearing this jewelry

• I could imagine this jewelry fitting my style

Purchase Justificationª:

• After I evaluated all of the alternatives, I think this was my best choice.

• Based on everything I evaluated about my purchase, I feel like this was my best decision.

• After reviewing all my options I feel positive this was the best pick for me.

Customer Satisfaction:

• To what extent did you feel ______ because of your online purchase at XXX – Dissatisfied/Satisfied

• To what extent did you feel ______ because of your online purchase at XXX – Unpleasant/Pleasant

• To what extent did you feel ______ because of your online purchase at XXX – Not Content/Content

Customer Delightᵇ:

• To what extent did you feel ______ because of your purchase at XXX – Delighted

• To what extent did you feel ______ because of your purchase at XXX – Gleeful

• To what extent did you feel ______ because of your purchase at XXX – Elated

Share of Wallet

• Can you give an indication of what percentage of your total expenditures on (product category) you spent this year at Retailer

Note:

• ª = 7-point: strongly disagree—strongly agree; ᵇ = 7-point: never—always.

• ᵇ = 7-point single-item measure with scale points from dramatically worsening to dramatically improving.