How Do Brazilian Consumers Relate to Chocolate Brands? Validity and Reliability Evidence of the Chocolate Brands Relationship Scale

Gisela Demo,Graziela Azevedo,Fernanda Scussel,Karla Coura

doi:10.3390/su13105635

Gisela Demo, Graziela Azevedo + Show 2 more

Open Access

https://doi.org/10.3390/su13105635

Copy DOI

Abstract

Although the chocolate market has become increasingly larger and more competitive, no diagnostic measures were found to evaluate relationship marketing from customer perspectives in this very attractive market in the B2C context. Thus, the main purpose of this paper is to obtain validity evidence for the Chocolate Brands Relationship Scale (CBR Scale), a scientific instrument that enables the identification and measurement of the prime aspects perceived by chocolate brands’ customers as relevant in their relationship with such brands. Additionally, we tested the influence of the relationship, evaluated from the validated CBR Scale, with the chocolate consumers’ satisfaction. We conducted a survey with 523 Brazilian consumers, and data were analyzed using Confirmatory Factor Analysis. The CBR Scale is composed of 21 items divided into three factors: Brand Trust, Shopping Experience and Perceived Quality. As theoretical implications, we produce a valid and reliable operational measure, offering a useful starting point from which further theoretical and empirical research of customer relationship management, branding strategies, brand loyalty, and brand experience in the chocolate market can be built. Managerially, the CBR Scale is a valid instrument for practitioners and managers in the chocolate sector to access customers, establishing and developing long-term relationships with them.

Highlights

Accepted: 11 May 2021Chocolate consumption has changed in the past years from a commodity product to a self-indulgent treat [1], a symbolic consumption product [2], a consumption experience [3], a high luxury good [4] and even an addiction [5]
We introduced a double arrow between the errors of the variables R18 (This chocolate brand has environmental preservation programs/actions) and R22 (This chocolate brand is recognized for its social responsibility), based on a suggested M.I. of
Face validity for the Chocolate Brands Relationship (CBR) Scale was conducted in the phase of judges analyses as we described in the Method section

Summary

Introduction

Accepted: 11 May 2021Chocolate consumption has changed in the past years from a commodity product to a self-indulgent treat [1], a symbolic consumption product [2], a consumption experience [3], a high luxury good [4] and even an addiction [5]. One of the main goals of a branding strategy is to foster relationships between brands and consumers [8], the context in which relational strategies have contributed to promoting affective and emotional bonds between consumers and brands and, from this, foster longterm relationships [9], creating relational benefits for both parts [10] This is a topic of major interest in marketing literature [11], since the relationship between brands and customers is known to promote brand attachment, brand passion and commitment to the brand, important predictors of brand loyalty, conducting brands’ performance in the long-term [12]

Objectives

Methods

Results

Discussion

Conclusion