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UrduAbstract Brand activism (BA) has attracted substantial attention due to consumers’ rising expectations for brands to address social and political issues. However, empirical research on consumers’ understanding of activist brands (i.e., brands that engage in brand activism) remains limited, mainly…
Tag: scale development
On the antipodes of love and hate: The conception and measurement of brand polarization
Abstract Brand polarization represents a somewhat unorthodox approach to brand management. Rather than foster support and minimise opposition towards a brand, polarization maintains strong emotions at both ends of the spectrum, concurrently attending to the antipodes of brand love and…
Evaluating underlying factor structures using novel machine learning algorithms: An empirical and simulation study
Abstract The scale development paradigm was created to improve the measurement of latent constructs. Although several statistical techniques have been successfully integrated into the overall process, identifying factor patterns and validating constructs using smaller datasets with different correlational structures remain…