(2) maintaining the current relationship much do you want to maintain “neutral”); (“How (terminate) your relationship with the Apple iPhone when it has a (1) = problem?”, “readily to (11) = mid-point = and (3) further strengthening the terminate” “readily maintain,” “neutral”); current relationship much do you want to strengthen (destroy) the reputation of the Apple (“How (1) = to (11) = mid-point = = .90). iPhone?”, “readily destroy” “readily strengthen,” “neutral”) (α Study 2 computed an average score of the three items and validated it with a one-item overall brand relationship motivational strength measure your overall relationship (“Please summarize with the Apple (1) = to (11) = mid-point = iPhone”, “avoid relationship” “promote relationship,” (r = .85). “maintain relationship”) Participants completed two 11-point behavioral intention scale items for each of ten different brand behaviors. The first item measured the perceived difficulty of performing each behavior ((1) = at to (11) = The second item tested intentions to “not all” “extremely”). participants’ perform the behavior in the future ((1) = at to (11) = The four most “not all” “very likely”). difficult behaviors were Apple iPhone when others speak negatively about “defending it,” in an Apple iPhone in an Apple “participating charity event donating time,” “participating iPhone charity event donating and buying the new model of Apple money,” “always iPhone” with difficulty levels of 8.50, 8.24, 8.22, and 8.15, respectively. Moderately difficult behaviors included from Apple iPhone to non-Apple smart Apple “switching phone,” “recommending iPhone to other and Apple iPhone if it with difficulty levels of people,” “forgiving malfunctions” 5.31, 5.08, and 5.06, respectively. Easier to perform behaviors were weeks to buy “Waiting 4-6 Apple Apple and Apple iPhone with difficulty iPhone,” ”buying iPhone,” “visiting website” scores of 3.72, 3.25, and 2.46, respectively.6 The three levels of perceived enactment difficulty
“neutral”); (2) maintaining the current relationship (“How much do you want to maintain (terminate) your relationship with the Apple iPhone when it has a problem?”, (1) = “readily terminate” to (11) = “readily maintain,” mid-point = “neutral”); and (3) further strengthening the current relationship (“How much do you want to strengthen (destroy) the reputation of the Apple iPhone?”, (1) = “readily destroy” to (11) = “readily strengthen,” mid-point = “neutral”) (α = .90). Study 2 computed an average score of the three items and validated it with a one-item overall brand relationship motivational strength measure (“Please summarize your overall relationship with the Apple iPhone”, (1) = “avoid relationship” to (11) = “promote relationship,” mid-point = “maintain relationship”) (r = .85). Participants completed two 11-point behavioral intention scale items for each of ten different brand behaviors. The first item measured the perceived difficulty of performing each behavior ((1) = “not at all” to (11) = “extremely”). The second item tested participants’ intentions to perform the behavior in the future ((1) = “not at all” to (11) = “very likely”). The four most difficult behaviors were “defending Apple iPhone when others speak negatively about it,” “participating in an Apple iPhone charity event donating time,” “participating in an Apple iPhone charity event donating money,” and “always buying the new model of Apple iPhone” with difficulty levels of 8.50, 8.24, 8.22, and 8.15, respectively. Moderately difficult behaviors included “switching from Apple iPhone to non-Apple smart phone,” “recommending Apple iPhone to other people,” and “forgiving Apple iPhone if it malfunctions” with difficulty levels of 5.31, 5.08, and 5.06, respectively. Easier to perform behaviors were “Waiting 4-6 weeks to buy Apple iPhone,” ”buying Apple iPhone,” and “visiting Apple iPhone website” with difficulty scores of 3.72, 3.25, and 2.46, respectively.6 The three levels of perceived enactment difficulty
AA%20Model%20of%20Customer_Brand_Relationships%20Jan_09_2013-2.docx