Luận văn thạc sĩ UEH influences of consumer brand relationship quality on word of mouth

MINISTRY OF EDUCATION AND TRANNING

UNIVERSITY OF ECONOMICS, HO CHI MINH CITY

------------

NGUYỄN VĂN LONG SƠN

INFLUENCES OF CONSUMER￾BRAND RELATIONSHIP QUALITY

ON WORD-OF-MOUTH

MASTER THESIS IN BUSINESS ADMINISTRATION

HO CHI MINH CITY – 2012

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MINISTRY OF EDUCATION AND TRANNING

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

------------

NGUYỄN VĂN LONG SƠN

INFLUENCES OF CONSUMER￾BRAND RELATIONSHIP QUALITY

ON WORD-OF-MOUTH

Subject: Master of Business Administrator

Code: 60.34.05

MASTER THESIS IN BUSINESS ADMINISTRATION

SUPERVISOR:

Dr. NGUYỄN THỊ MAI TRANG

HO CHI MINH CITY – 2012

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ACKNOWLEDGEMENT

I would like to thank my supervisor, Dr. Nguyễn Thị Mai Trang for her

guidance throughout this research.

I would like to thank to all respected lecturers of the eMBA19 course of for

their devotions in training and education. I learn a lot from them.

I am appreciative of the help from Mr. Cao Quốc Việt who spent a lot of

time to get side by side with me during the research. I also want to thank my

classmates for their support.

I would like to especially thank to all members of my family: my Mom, my

wife, and my son for their love and their support, encouragement and assistance

with this thesis.

Ho Chi Minh City, October 2012,

Nguyễn Văn Long Sơn

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COMMITMENT

I would like to commit that this thesis, “Influences of Consumer-brand

relationship quality on Word-of-mouth”, was accomplished based on my

independent and serious study and scientific research. The data was collected in

reality and it has clear origins. In addition to that, the data would be trust-worthily

handled and it has never been released in any menu.

Nguyễn Văn Long Sơn

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TABLE OF CONTENT

ABSTRACT...................................................................................................... 1

CHAPTER 1 INTRODUCTION ...................................................................... 2

1.1. Introduction................................................................................................................................................. 2

1.2. Research Objectives.................................................................................................................................... 3

1.3. Research methodology and Research scope ............................................................................................... 4

1.4. Significances of the research ...................................................................................................................... 4

1.5. Structure of the research ............................................................................................................................. 4

CHAPTER 2 LITERATURE REVIEW ........................................................... 6

2.1. Introduction................................................................................................................................................. 6

2.2. Consumer-Brand Relationship and Its Quality ........................................................................................... 6

2.2.1. Consumer-Brand Relationship................................................................................................................. 6

2.2.2. Consumer-brand relationship quality....................................................................................................... 7

2.3. Conceptual model and hypotheses.............................................................................................................. 9

2.3.1 Six dimensions of consumer-brand relationship:...................................................................................... 9

2.3.1.1. Love and Passion .................................................................................................................................. 9

2.3.1.2. Self-connection ..................................................................................................................................... 9

2.3.1.3. Commitment ......................................................................................................................................... 9

2.3.1.4. Interdependence .................................................................................................................................. 10

2.3.1.5. Intimacy .............................................................................................................................................. 10

2.3.1.6. Trust.................................................................................................................................................... 11

2.3.2. Word-of-Mouth (WOM)........................................................................................................................ 11

2.3.3. Proposed conceptual model and hypotheses.......................................................................................... 14

2.4. Summary................................................................................................................................................... 15

CHAPTER 3 RESEARCH METHODOLOGY ............................................. 16

3.1. Introduction............................................................................................................................................... 16

3.2. Research design ........................................................................................................................................ 16

3.2.1. Research methodology:.......................................................................................................................... 16

3.2.2. Research process.................................................................................................................................... 17

3.3. Measurement scales and questionnaire development................................................................................ 17

3.3.1. Measurement scales: .............................................................................................................................. 17

3.3. 2. Questionnaire development .................................................................................................................. 20

3.4. Pilot study ................................................................................................................................................. 21

3.4.1. Qualitative pilot study............................................................................................................................ 21

3.4.2. Quantitative pilot study.......................................................................................................................... 22

3.5. Quantitative main study ............................................................................................................................ 22

3.5.1. Research sampling ................................................................................................................................. 22

3.5.2. Collecting data ....................................................................................................................................... 23

3.5.3. Methods of data analysis........................................................................................................................ 23

3.5.4. Data cleaning ......................................................................................................................................... 23

3.5.5. Reliability assessment of measurement scales (Cronbach alpha) .......................................................... 24

3.5.6. Validity assessment of measurement scales (EFA)................................................................................ 24

3.5.7. Multiple Linear Regression (MLR) ....................................................................................................... 24

3.5.8. Correlation Analysis .............................................................................................................................. 25

3.5.9. F-test ...................................................................................................................................................... 25

3.6. Summary................................................................................................................................................... 26

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CHAPTER 4 DATA ANALYSIS AND FINDINGS ..................................... 27

4.1. Introduction............................................................................................................................................... 27

4.2. Descriptions of sample.............................................................................................................................. 27

4.3. Reliability and validity of the measurement scale .................................................................................... 29

4.3.1. Reliability (Cronbach’s alpha)............................................................................................................... 29

4.3.2. Exploratory factor analysis (EFA) ......................................................................................................... 32

4.3.2.1. EFA implementation for independent variables.................................................................................. 33

4.3.2.2. EFA implementation for dependent variable ...................................................................................... 37

4.4. Adjust the research model and the hypotheses ....................................................................................... 38

4.4.1. The adjusted research model.................................................................................................................. 38

4.4.2. The research hypothesis......................................................................................................................... 39

4.5. Testing the adjusted research model and the hypotheses.......................................................................... 39

4.5.1. Testing correlations of constructs .......................................................................................................... 39

4.5.2. Testing residuals of dependent variable................................................................................................. 40

4.5.3. Testing research model and hypotheses................................................................................................. 41

4.6. Summary................................................................................................................................................... 47

CHAPTER 5 CONCLUSION AND IMPLICATION.................................... 49

5.1. Introduction............................................................................................................................................... 49

5.2. Findings .................................................................................................................................................... 49

5.3 Recommendations..................................................................................................................................... 49

5.4. Practical implications................................................................................................................................ 50

5.5. Limitation and future research .................................................................................................................. 50

LIST OF REFERENCES ................................................................................ 51

APPENDIX 1 THE QUESTIONNAIRES (VIETNAMESE VERSION)...... 59

The Questionnaire 1 (Used to interview consumers of motorcycles) .............................................................. 59

The Questionnaire 2 (Used to interview users of bank services)..................................................................... 63

APPENDIX 2 CRONBACH’S ALPHA ANALYSIS.................................... 67

APPENDIX 3 EXPLORATORY FACTOR ANALYSIS (EFA)................... 71

APPENDIX 4 MULTIPLE LINEAR REGRESSION ANALYSIS (MLR) .. 76

Appendix 4.1: Testing correlation of constructs.............................................................................................. 76

Appendix 4.2: Testing assumptions for residuals of dependent variable......................................................... 77

Appendix 4.3: The MLR analysis of with the sample of 267 participants of study on motorcycle and bank

services ............................................................................................................................................................ 78

Appendix 4.4: The MLR analysis of with the sample of 135 parcitipations of study on motorcycles ............ 79

Appendix 4.5: The MLR analysis of with the sample of 132 parcitipations of study on bank services .......... 80

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LIST OF TABLE

Table 2.1. The six dimensions of brand relationship quality suggested by Fournier

(1998). .........................................................................................................................8

Table 3.1. Measurement scales of independent variables.........................................19

Table 3.2. Measurement scales of dependent variable..............................................20

Table 4.1. Frequency Table of Product/Service........................................................27

Table 4.2. Frequency Table of Brand .......................................................................28

Table 4.3. Statistical report of Demographic variables.............................................29

Table 4.4. Cronbach’s alpha of variables..................................................................31

Table 4.5. KMO and Bartlett's Test ..........................................................................33

Table 4.6. Total Variance Explained.........................................................................34

Table 4.7. Rotated Component Matrix......................................................................35

Table 4.8. EFA results of independent variables......................................................36

Table 4.9. EFA results of dependent variable ...........................................................38

Table 4.10 Correlations.............................................................................................40

Table 4.11. MLR results using Enter technique........................................................41

Table 4.12. ANOVA .................................................................................................42

Table 4.13. MLR variables coefficients....................................................................42

Table 4.14. Results of testing the hypotheses...........................................................44

Table 4.15. Results of testing H5..............................................................................46

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LIST OF FIGURE

Figure 2.1. Proposed conceptual framework ............................................................15

Figure 3.1. Research process.....................................................................................18

Figure 4.1. The adjusted research model ..................................................................38

Figure 4.3. The revised research model ....................................................................45

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