viewed the brand as (5) = versus (-5) = (5) = versus (-5) “good” “bad,” “favorable” and (5) = versus (-5) = Attitude confidence was measured “unfavorable,” “positive” “negative.” with two are you about your thoughts and feelings about Manchester items; “How confident anchored by (1) = at all to (11) = and United?” “not confident” “extremely confident” “How certain are you about your thoughts and feelings about Manchester anchored by (1) = United?” at all to (11) = = .97). The emotional valence relationship “not certain” “extremely certain” (α measure was: (1) = "I deeply hate Manchester to (11) = deeply love Manchester United” “I United.” The psychological consequence variables of close feeling (i.e., sharing positive (negative) feelings from the fortune (misfortune) of the brand and external rather than internal attribution of blame) were measured with what extent do you feel happy when good things happen to “To Manchester what extent do you feel sad when bad things happen to Manchester United?”, “To = .89) and what extent do you think that when something goes wrong with United?” (α “To Manchester United, it does not reflect its anchored by (1) = at to (11) = true quality?” “not all” to test whether or not brand-self distance and brand prominence together “completely.” Finally, reflect own understanding of brand attachment-aversion, participants were asked to participants’ indicate their brand attachment-aversion with the following measure: (1) = "I am strongly averse to Manchester to (11) = strongly attached to Manchester United” “I am United.” ------------------------------------------- Table 1 here ------------------------------------------- Results
viewed the brand as (5) = “good” versus (-5) = “bad,” (5) = “favorable” versus (-5) “unfavorable,” and (5) = “positive” versus (-5) = “negative.” Attitude confidence was measured with two items; “How confident are you about your thoughts and feelings about Manchester United?” anchored by (1) = “not at all confident” to (11) = “extremely confident” and “How certain are you about your thoughts and feelings about Manchester United?” anchored by (1) = “not at all certain” to (11) = “extremely certain” (α = .97). The emotional valence relationship measure was: (1) = "I deeply hate Manchester United” to (11) = “I deeply love Manchester United.” The psychological consequence variables of close feeling (i.e., sharing positive (negative) feelings from the fortune (misfortune) of the brand and external rather than internal attribution of blame) were measured with “To what extent do you feel happy when good things happen to Manchester United?”, “To what extent do you feel sad when bad things happen to Manchester United?” (α = .89) and “To what extent do you think that when something goes wrong with Manchester United, it does not reflect its true quality?” anchored by (1) = “not at all” to (11) = “completely.” Finally, to test whether or not brand-self distance and brand prominence together reflect participants’ own understanding of brand attachment-aversion, participants were asked to indicate their brand attachment-aversion with the following measure: (1) = "I am strongly averse to Manchester United” to (11) = “I am strongly attached to Manchester United.” ------------------------------------------- Table 1 here ------------------------------------------- Results
AA%20Model%20of%20Customer_Brand_Relationships%20Jan_09_2013-2.docx