Brand Fairness, Brand Identification, and Customer Engagement–Model Inventory

Abstract

The Brand Fairness, Brand Identification, and Customer Engagement–Model (Gligor et al., 2023) was developed to investigate gender-related differences across four key aspects of customer engagement: customer purchases, customer referrals, customer influence, and customer knowledge. This measurement model aims to assess the specific impact of gender on customer engagement. Items within the scale were adapted from existing research and refined to fit the current study’s context. The instrument was administered to a sample of US undergraduate students, and the study reported on its factor structure, reliability, and validity.

Keywords

Brand Fairness and Identification; Customer Engagement; Gender-Related Differences

Authors

Gligor, David; Bozkurt, Sıddık; Welch, Emma; Gligor, Nichole

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Purpose

The primary purpose of this measurement model is to assess the impact of gender on customer engagement, specifically examining gender-related differences across customer purchases, customer referrals, customer influence, and customer knowledge.

Validity

Convergent and Discriminant Validity: The study provided evidence for both convergent and discriminant validity. For convergent validity, the Average Variance Extracted (AVE) for each construct surpassed the recommended threshold of >0.5, aligning with the criteria established by Hair et al. (2013). For discriminant validity, the square root of each measure’s AVE exceeded its respective inter-measure correlations, further supporting the distinction between the constructs, as suggested by Hair et al. (2013).

Reliability

Internal Consistency: The internal consistency of the constructs was assessed using Cronbach’s alpha, with values ranging from 0.82 to 0.95, indicating strong reliability across the different constructs within the measure.

Factor Analysis

Common Method Bias: Harman’s one-factor test and Confirmatory Factor Analysis (CFA) results indicated that common method bias was not a significant concern in the study. The first factor accounted for 40.38% of the variance, which is below the commonly accepted threshold of 0.50, thus confirming the absence of significant common method bias (Podsakoff et al. 2003).

Confirmatory Factor Analysis (CFA): CFA was conducted using Stata 15.1 to evaluate the psychometric properties of all measures, with the exception of gender. The CFA results demonstrated a good model fit within acceptable limits. Key fit indices were reported as follows: χ2 (284) = 746,123, p > χ2 = 0.000, RMSEA = 0.08, CFI = 0.92, TLI = 0.91, and SRMR = 0.06.

Instrument: Brand Fairness, Brand Identification, and Customer Engagement–Model

Test Type: Original

Format: The items are rated on a seven-point Likert-type scale, ranging from 1 (strongly disagree) to 7 (strongly agree).

Language Available: English.

Population Group: Human participants, including both male and female individuals.

Age Group: The study included individuals from Adulthood (18 years & older), specifically Young Adulthood (18-29 years) and Thirties (30-39 years).

Population Details: The study participants were university students located in the United States.

Test Methodology: The methodology encompassed various psychometric assessments, including Test Validity, Convergent Validity, Discriminant Validity, Test Reliability, Internal Consistency, Factor Analysis, and Confirmatory Factor Analysis (CFA), to establish the measurement model.

Keywords

Brand Identification; Customer Engagement; Customer Influence; Customer Knowledge; Customer Purchases; Customer Referrals; Gender-Related Differences; Perceived Brand Fairness

Authors

Author OCRID Identifier:
Welch, Emma: http://orcid.org/0000-0002-3466-5700

Affiliation and Email Addresses:

• Gligor, David: University of Mississippi, Department of Marketing

• Bozkurt, Sıddık: Osmaniye Korkut Ata University, Department of Business Administration

• Welch, Emma: University of Mississippi, Department of Marketing, [email protected]

• Gligor, Nichole: University of North Texas, Department of Political Science

Correspondence Address:
Welch, Emma: University of Mississippi, Department of Marketing, Oxford, Mississippi, United States, [email protected]

Permissions & Fee and Test Year

Permissions: Contact Publisher

Fee: No

Test Year: 2023

References

Gligor, D., Bozkurt, S., Welch, E., & Gligor, N. (2023). An exploration of the impact of gender on customer engagement. Journal of Marketing Communications, 29(4), 379–402. https://doi.org/10.1080/13527266.2022.2030390

Items of the Brand Fairness, Brand Identification, and Customer Engagement–Model

This is a 26-item measure. No data is Available regarding the specific content of each item.

Factors and Subscales: The constructs measured by the instrument include:

• Perceived Brand Fairness

• Brand Identification

• Customer Engagement, which is further broken down into four sub-constructs:

  • Customer Purchases

  • Customer Referrals

  • Customer Influence

  • Customer Knowledge

Brand Fairness, Brand Identification, and Customer Engagement Model

Perceived Brand Fairness

(Scale: 1 = strongly disagree, 7 = strongly agree)

• Overall, this brand treats me fairly.

• This brand keeps its promises.

• This brand treats me with courtesy and respect.

• This brand treats all customers equally.

Brand Identification

(Scale: 1 = strongly disagree, 7 = strongly agree)

• This brand reflects who I am.

• I can identify myself with this brand.

• I feel a personal connection with this brand.

• I (can) use this brand to communicate who I am to other people.

• I think this brand (could) help/helps me become the type of person I want to be.

• I consider this brand to be ‘me’ (it reflects who I consider myself to be or the way I want to present myself to others).

• This brand suits me well.

Customer Engagement

(Scale: 1 = strongly disagree, 7 = strongly agree)

Customer Purchases

• I will continue buying the products/services of this brand in the near future.

• My purchase with this brand makes me content.

• Owning the products/services of this brand makes me happy.

Customer Referrals

• Given that I use this brand, I refer my friends and relatives to this brand because of the monetary referral incentives.

• I promote this brand because of the monetary referral benefits provided by the brand.

• In addition to the value derived from the product, the monetary referral incentives also encourage me to refer this brand to my friends and relatives.

• I enjoy referring this brand to my friends and relatives because of monetary referral incentives.

Customer Influence

• I actively discuss this brand on media.

• I love talking about my brand experience.

• I discuss the benefits that I get from this brand with others.

• I am part of this brand and mention it in my conversations.

Customer Knowledge

• I provide feedback about my experience with this brand to the firm.

• I provide suggestions for improving the performance of this brand.

• I provide suggestions/feedback about the new products/services of this brand.

• I provide feedback/suggestions for developing new products/services for this brand.