Abstract
Key Questions
1. What is the focus of this study?
The study aims to validate and assess the consistency of the Brand Experience (BE) scale and Brand Love (BL) scale for the LIDL brand, comparing Portugal and the Czech Republic. It also explores the relationships between Brand Experience, Brand Love, and various Brand Behaviour Outcomes (BBO)[1].
2. What are the Brand Behaviour Outcomes (BBO) examined in this study?
The study investigates Positive Word of Mouth (+WOM), Brand Loyalty (BLYT), (Re)purchase Intention (RI), Affective Commitment (AC), Active Engagement (AE), and Perceptions of Attitudes Towards a Brand (PATB) as Brand Behaviour Outcomes[1].
3. What are the main findings of the study?
The results show that the measurement tools used are reliable and valid. The study achieved measurement invariance across countries, convergence, and discriminant validity. Positive correlations were found among all variables explored, and the conceptual model tested showed a good fit and consistency across both countries[1]. 4. What are the implications of this research?
The findings have significant implications for both academics and practitioners in the field of brand management, providing insights into the relationships between brand experience, brand love, and various brand behavior outcomes[1].
Abstract
Brand experience, brand love, and brand behavior outcomes hold significant importance in management research. Their relevance extends to shaping strategic decision-making, fostering a customer-centric approach, and providing insights into the competitive landscape. These concepts are pivotal in understanding the complex dynamics of consumer-brand relationships, enabling organizations to make informed decisions, prioritize customer satisfaction, and stay competitive in the market. The present study aims to authenticate and assess the consistency of the Brand Experience (BE) scale and Brand Love (BL) scale in relation to the LIDL brand, comparing Portugal and the Czech Republic. Additionally, it delves into the connections between Brand Experience, Brand Love, and Brand Behaviour Outcomes (BBO): Positive Word of Mouth (+WOM), Brand Loyalty (BLYT), (Re)purchase Intention (RI), Affective Commitment (AC), Active Engagement (AE), and Perceptions of Attitudes Towards a Brand (PATB). The results demonstrated that the measurement tools used to gauge the variables under scrutiny are dependable and valid. Achieving measurement invariance across countries, convergence, and discriminant validity further validated the study. Positive correlations were identified among all the variables explored. The conceptual model tested exhibited a good fit and remained consistent across both countries. These findings hold significant implications for both academics and practitioners in the field of brand management.
