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.
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© 2014 Springer International Publishing Switzerland
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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
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DOI: https://doi.org/10.1007/978-3-319-02687-9_3
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-02686-2
Online ISBN: 978-3-319-02687-9
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