Title: Brand association in jewellery segment: scale development and validation

Authors: Shamily Jaggi; Dheeraj Nim

Addresses: Mittal School of Business (MSOB), Lovely Professional University (LPU), Jalandhar-Delhi G.T. Road, Phagwara, Punjab-144411, India ' Mittal School of Business (MSOB), Lovely Professional University (LPU), Jalandhar-Delhi G.T. Road, Phagwara, Punjab-144411, India

Abstract: The purpose of this paper is to develop are liable and valid brand association scale for estimating the females associations for different jewellery brands. Both qualitative as well as quantitative approaches were used for reduction and validation of the scale. The research was conducted into four phases through four different questionnaires. The finalised scale consist of eight dimensions, i.e., brand connect, brand image, brand loyalty, brand offerings, customer satisfaction, payment mode, brand promotion and brand preference with 36 total items of the scale. The jewellery brand association scale (JBAS) developed through this study will help the marketers to improve their methods and measurements of jewellery brands in numerous ways to create favourable and positive associations leading to attraction and retention of customers. Academicians and researchers can use this developed scale for performing quantitative studies related to different aspects of brand associations in jewellery sector.

Keywords: consumer behaviour; brand association; brand image; brand awareness; branding; jewellery; women; brand loyalty; scale development; scale validation; management science.

DOI: 10.1504/IJAMS.2020.110343

International Journal of Applied Management Science, 2020 Vol.12 No.4, pp.309 - 323

Received: 28 Dec 2018
Accepted: 14 Mar 2019

Published online: 29 Apr 2020 *

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