Determining the Key Factors of Customer–Brand Relationship Investment Dimensions: Insights From Malaysian Mobile Phone Users

Abstract

This study aims to empirically test a scale to measure the dimensions of relationship investment. An exploratory factor analysis and reliability analysis were conducted on a sample of 150 mobile phone customers, whereas a confirmatory factor analysis was conducted on a sample of 539 customers. The results identified 2 dimensions each for customer and brand investment and validated the measurement items for each dimension. Thus, this study offers a sound scale for potential use in future studies and a useful tool for companies to use to diagnose and plan for an effective engagement strategy.

KEYWORDS:

• confirmatory factor analysis
• customer–brand relationship
• exploratory factor analysis
• relationship investment
• relationship marketing