Scale development process (four-step)
| Steps | Methods | Data | Results | |
|---|---|---|---|---|
| Step 1: Definition of negative online brand engagement, Item generation | Activity 1 | Literature review on (a) negative and (b) positive consumer engagement | For the period 2000–2020 all papers on negative engagement (31 articles) and 314 articles on positive engagement were selected using a systematic approach (Table IV) | Construct definition, dimensionality and dimensions definitions (Table VI) Generation of the initial set of 171 items |
| Activity 2 | Online observation (Study 1) | A total of 654 Amazon reviews (73,110 words). | ||
| Activity 3 | Semi-structured interviews with moderators of online anti-brand communities (Study 2) | 10 moderators produced 40,231 words of transcription (Table V) | ||
| Activity 4 | Semi-structured interviews with members of online anti-brand communities (Study 3) | 15 community members produced 54,506 words of transcription (Table V) | ||
| Step 2: Item purification | Activity 1 | Face validity | Ask six anti-brand community members if the item pool is relevant to, can be useful and appropriate for what it intends to measure. | Reduced the 171 to 160 items |
| Activity 2 | Research team meeting | Thirteen 60-min-long face-to-face meetings between co-authors. | Reduced the 160 to 61 items | |
| Activity 3 | Academic experts panel (Study 4) | 29 academic researchers in branding | Reduced the 61 to 32 items | |
| Step 3: Reliability and validity | Activity 1 | Pre-test (Study 5) | 20 marketing researchers at the UK-based University | All 32 items were retained |
| Activity 2 | Pilot study (Study 6) | A convenience sample (author's network and snowballing) generated 41 usable responses | No reliability or any other issues concerning administration or response | |
| Activity 3 | Item reduction – Exploratory Factor Analysis (Study 7) | Calibration sample collected from Social Media anti-brand communities (N = 205) (Table VII) | Reduced the 32 to 27 items (Table VIII) | |
| Activity 4 | Item reduction – Confirmatory factor analysis (Study 8) | Both Calibration sample collected from Social Media anti-brand communities (N = 205) and Validation sample collected via snowballing in Social Media (N = 205) (Table VII) | Reduced the 27 to 17 items The 17-item scale exhibited a good fit and properties (Tables IX and X) | |
| Step 4: Nomological network, Discriminant validity | Activity 1 | Negative online brand engagement relationships with brand disloyalty and happiness (Study 9) | Validation sample collected from snowballing in Social Media (N = 205) (Table VII) | Nomological validity supported indicating reliable and validity with good fit and properties (Tables XI) |
| Steps | Methods | Data | Results | |
|---|---|---|---|---|
| Step 1: Definition of negative online brand engagement, Item generation | Activity 1 | Literature review on (a) negative and (b) positive consumer engagement | For the period 2000–2020 all papers on negative engagement (31 articles) and 314 articles on positive engagement were selected using a systematic approach ( | Construct definition, dimensionality and dimensions definitions ( |
| Activity 2 | Online observation (Study 1) | A total of 654 Amazon reviews (73,110 words). | ||
| Activity 3 | Semi-structured interviews with moderators of online anti-brand communities (Study 2) | 10 moderators produced 40,231 words of transcription ( | ||
| Activity 4 | Semi-structured interviews with members of online anti-brand communities (Study 3) | 15 community members produced 54,506 words of transcription ( | ||
| Step 2: Item purification | Activity 1 | Face validity | Ask six anti-brand community members if the item pool is relevant to, can be useful and appropriate for what it intends to measure. | Reduced the 171 to 160 items |
| Activity 2 | Research team meeting | Thirteen 60-min-long face-to-face meetings between co-authors. | Reduced the 160 to 61 items | |
| Activity 3 | Academic experts panel (Study 4) | 29 academic researchers in branding | Reduced the 61 to 32 items | |
| Step 3: Reliability and validity | Activity 1 | Pre-test (Study 5) | 20 marketing researchers at the UK-based University | All 32 items were retained |
| Activity 2 | Pilot study (Study 6) | A convenience sample (author's network and snowballing) generated 41 usable responses | No reliability or any other issues concerning administration or response | |
| Activity 3 | Item reduction – Exploratory Factor Analysis (Study 7) | Calibration sample collected from Social Media anti-brand communities ( | Reduced the 32 to 27 items ( | |
| Activity 4 | Item reduction – Confirmatory factor analysis (Study 8) | Both Calibration sample collected from Social Media anti-brand communities ( | Reduced the 27 to 17 items The 17-item scale exhibited a good fit and properties ( | |
| Step 4: Nomological network, Discriminant validity | Activity 1 | Negative online brand engagement relationships with brand disloyalty and happiness (Study 9) | Validation sample collected from snowballing in Social Media ( | Nomological validity supported indicating reliable and validity with good fit and properties ( |
Source: Authors' own work
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