It Is My Brand: Development and Validation of a Brand Ownership Measure
Brand research has developed many constructs to depict different forms of relationships between consumers and brands. However, a scale for measuring consumers’ feelings of ownership towards brands has not yet been developed. Through four studies, we develop a scale of brand ownership and show that brand ownership affects consumer behaviors.
Citation:
Hua Chang, Hyokjin Kwak, and Lingling Zhang (2015) ,"It Is My Brand: Development and Validation of a Brand Ownership Measure", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 319-319.
Authors
Hua Chang, Philadelphia University
Hyokjin Kwak, Drexel University
Lingling Zhang, Towson University
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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