Q2. What are the objectives of this paper?
This paper’s objectives include first, by developing a CBE conceptualization and an associated measurement instrument, which builds directly on previous research, this paper seeks to contribute further insights into the nature, dimensionality and measurement of ‘engagement,’ which are limited in the literature to date.
Q3. What is the rationale behind this shift?
The rationale underlying this observed shift is a growing scholarly recognition of contemporary consumers’ active, rather than passive, roles and behaviors in specific brand-based processes (Pagani, Hofacker and Goldsmith 2011; Singh and Sonnenburg 2012; Prahalad 2004; Hoffman and Novak 1996; Ramani and Kumar 2008).
Q4. What is the role of CBE in the management of brands?
assessments of CBE may generate insights into the specific CBE dimensions on which particular consumers (or consumer segments) generate high (versus lower) scores for particular brands; thus facilitating the development of managerial insights into focal strong, versus weak, aspects of their brands; and permitting the emergence of insights into brand health and performance-related dynamics.
Q5. How many unusable responses were removed from further analyses?
Of these, two unusable (incomplete) responses were removed from further analyses; thus resulting in a total of 194 useable responses.
Q6. What is the purpose of study 3?
Employing a new sample of 554 consumers, study 3 documents the undertaking of a series of confirmatory factor analyses serving to corroborate the three-factor, 10-item CBE scale.
Q7. What is the significance of the regression coefficients?
The regression coefficients indicated that each of the items made a significant contribution to the measurement of its intended construct, thus contributing to the model’s convergent validity.
Q8. What were the items that were retained for further analysis?
Hence as a result of the item screening procedures, the authors retained 12 items for the ‘cognitive processing,’ 15 items for the ‘affection,’ and 12 items for the ‘activation’ dimensions of CBE for further analysis.