Antecedents and Outcomes of Nation Brand Love–Model Questionnaire

Abstract

The Antecedents and Outcomes of Nation Brand Love–Model Questionnaire (Yadav, Paul, & Mittal, 2023) was developed to investigate the crucial role of Nation Brand Love (NBL) as a key psychological mechanism in the tourism sector. The study explores how brand experience contributes to bolstering a nation’s global reputation, a factor increasingly important in the context of globalization. A strong nation brand is instrumental not only in attracting foreign investment and tourists but also in benefiting domestic brands. The items used in this 21-item model were adapted and contextualized from established research literature (e.g., Brakus et al., 2009; Barnes et al., 2014; Bagozzi et al., 2017). Empirical data were collected from foreign tourists visiting India, and the resulting analysis confirmed the robust factor structure, internal consistency, and validity of the measurement model.

Keywords

Nation Brand Love, Brand Experience, Brand Loyalty, Sensory Nation Brand Experience, Affective Nation Brand Experience, Behavioral Nation Brand Experience, Intellectual Nation Brand Experience, Nation Brand Loyalty, Word-Of-Mouth, Brand Preferences, Consumer Attitudes, Consumer Behavior, Loyalty, Social Marketing, Tourism, Consumer Measures

Authors

Yadav, Rohit, Paul, Justin, Mittal, Amit

Purpose

The primary purpose of this measurement model is to quantify and assess tourists’ level of Nation Brand Love. Specifically, the model is designed to test the mediating role of Nation Brand Love in the relationship between tourists’ nation brand experiences (including sensory, affective, behavioral, and intellectual dimensions) and subsequent positive outcomes, such as nation brand loyalty and travelers’ positive word-of-mouth (WOM) communication.

Construct

The scale measures several related psychological constructs centered around the concept of national identity and consumer/tourist sentiment. The central construct is Nation Brand Love, defined as the intense positive emotional attachment tourists feel toward a destination country.

The model comprises seven distinct factors that capture the antecedents and outcomes of this love. These factors are:

• Sensory Nation Brand Experience: Focusing on visual, auditory, and other sensory stimuli related to the nation.

• Affective Nation Brand Experience: Measuring emotional responses and feelings evoked by the nation.

• Behavioral Nation Brand Experience: Assessing physical actions and interactions with the nation’s environment and culture.

• Intellectual Nation Brand Experience: Capturing cognitive stimulation, learning, and thought processes related to the nation.

• Nation Brand Love: The core mediating variable.

• Nation Brand Loyalty: The behavioral outcome reflecting intent to return or preference for the nation.

• Word-of-Mouth (WOM): The communicative outcome reflecting positive recommendations to others.

Validity

The study rigorously established both Convergent Validity and Discriminant Validity for the proposed model constructs. Convergent validity was established based on several key metrics: all factor loadings were reported above the threshold value of 0.70, scale reliability ranged between 0.6 and 0.85, and the Average Variance Extracted (AVE) values consistently met the minimum requirement of 0.5 (Hair et al., 2010).

Discriminant validity was verified by ensuring that the AVE value for every construct was greater than the highest squared multiple correlation between that construct and any other construct in the model (Fornell & Larcker, 1981). These statistical findings confirm that the items appropriately measure their intended constructs and that the constructs are empirically distinct from one another.

Reliability

The reliability of the Antecedents and Outcomes of Nation Brand Love–Model was assessed through measures of internal consistency. The calculated values for Cronbach’s alpha (α) ranged from 0.661 to 0.849 across the factors, indicating acceptable to good internal consistency. Furthermore, the Composite Reliability (CR) values demonstrated high consistency, ranging robustly from 0.91 to 0.95.

Factor Analysis

Confirmatory factor analysis (CFA) was employed to test the underlying factor structure of the measurement model. The results demonstrated a strong fit between the hypothesized model and the observed data, supporting the distinctiveness of the seven factors.

The key model fit indices reported were excellent: the Chi-square value was 192.4 with 90 degrees of freedom (def.), the Root Mean Square Error of Approximation (RMSEA) was 0.059, the Comparative Fit Index (CFI) was 0.96, and the Goodness of Fit Index (GFI) was 0.95. These indices collectively confirm that the model provides a good fit for the data.

Instrument

Test Type: Original Inventory/Questionnaire

Format: Each item is assessed using a five-point Likert scale, anchored by “strongly disagree (1)” and “strongly agree (5).” The administration method utilized in the original study was paper-based.

Language Available: English

Population Group: Human (Male, Female), specifically Tourists.

Age Group: Adulthood (18 yrs & older), Young Adulthood (18-29 yrs), Thirties (30-39 yrs).

Population Details: Respondents were foreign tourists located in India.

Test Methodology: Test Validity; Convergent Validity; Discriminant Validity; Test Reliability; Internal Consistency; Factor Analysis; Confirmatory Factor Analysis; Measurement Model.

Authors

Author ORCID Identifier:

• Yadav, Rohit: orcid.org/0000-0002-7573-8005

• Paul, Justin: orcid.org/0000-0001-5062-8371

• Mittal, Amit: orcid.org/0000-0002-1191-4620

Affiliation Email addresses:

• Yadav, Rohit: SGT University Faculty of Commerce and Management

• Paul, Justin: University of Puerto Rico Graduate School of Business

• Mittal, Amit: Chitkara University Chitkara Business School (Email: [email protected])

Correspondence Address:

• Mittal, Amit: [email protected]

Permissions & Fee and Test Year

Permissions: Contact Corresponding Author.

Fee: No

Commercial: No

Test Year: 2023

Reference’s

Yadav, R., Paul, J., & Mittal, A. (2023). Impact of nation brand experience on nation brand loyalty, and positive WOM in a changing environment: The role of nation brand love. International Marketing Review, 40(1), 28–48. doi.org/10.1108/IMR-05-2021-0173

Items of the Antecedents and Outcomes of Nation Brand Love–Model Questionnaire

IMPORTANT: The following scale items must be preserved in their original language and must not be changed in any way.

This is a 21-item measure. The test items are not available.

Factors and Subscales: The model includes the following factors: Sensory Nation Brand Experience, Affective Nation Brand Experience, Behavioral Nation Brand Experience, Intellectual Nation Brand Experience, Nation Brand Love, Nation Brand Loyalty, and Word-of-Mouth.