Abstract
Based upon the conceptualization outlined in Chap. 2 and qualitative results, this chapter integrates the attitudinal and behavioral dimensions of consumer–brand relationships (CBR) and develops a theoretical framework of CBR. To this end, it first comprehensively conceptualizes the CBR framework. Next, the underlying attitudinal and behavioral dimensions of CBR are presented in detail. Following this, a set of empirically testable hypotheses was developed and an integrative model of CBR generated.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
Copyright information
© 2014 Springer International Publishing Switzerland
About this chapter
Cite this chapter
Sreejesh, S., Mohapatra, S. (2014). Theoretical Development and Hypotheses. In: Mixed Method Research Design. Springer, Cham. https://doi.org/10.1007/978-3-319-02687-9_3
Download citation
DOI: https://doi.org/10.1007/978-3-319-02687-9_3
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-02686-2
Online ISBN: 978-3-319-02687-9
eBook Packages: Business and EconomicsBusiness and Management (R0)