{"title":"Brand Desire: Scale Development and Empirical Examination","authors":"R. Joshi, Rajan Yadav","doi":"10.1080/10599231.2020.1783971","DOIUrl":null,"url":null,"abstract":"ABSTRACT The purpose of the present research is to recommend & empirically validate the scale for brand desire and to understand its role in shaping purchase intention in a developing Asian country. A three-item scale for brand desire was validated through the utilization of focus group technique, exploratory factor analysis, and Lawse content validity ratio. Additionally, Brand “love-desire” framework is also proposed and empirically tested along with the testing of a possible alternative model which could emerge from the existing constructs.","PeriodicalId":15043,"journal":{"name":"Journal of Asia-Pacific Business","volume":"21 1","pages":"169 - 184"},"PeriodicalIF":0.0000,"publicationDate":"2020-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10599231.2020.1783971","citationCount":"4","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Asia-Pacific Business","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10599231.2020.1783971","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
引用次数: 4
Abstract
ABSTRACT The purpose of the present research is to recommend & empirically validate the scale for brand desire and to understand its role in shaping purchase intention in a developing Asian country. A three-item scale for brand desire was validated through the utilization of focus group technique, exploratory factor analysis, and Lawse content validity ratio. Additionally, Brand “love-desire” framework is also proposed and empirically tested along with the testing of a possible alternative model which could emerge from the existing constructs.
期刊介绍：
Present circumstances underscore the need to improve the understanding of conducting business with and within the Asia-Pacific countries. The Journal of Asia-Pacific Business™ provides a blend of cutting-edge knowledge and practical applications on business management and marketing strategy. In the Journal of Asia-Pacific Business™, you will find articles and feature sections that provide a pragmatic view of the business environment in this dynamic region. This essential resource offers readers a good blend of descriptive, conceptual, and theoretical articles dealing with current topics.
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