Volume 7 : Issue 1 - 2021

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/29862

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Author: search.filters.author.Pushpakumara, B. M. A.Subject: search.filters.subject.Brand Trust

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    Measuring Customer Intrinsic Value, Brand Trust and Consumer-Brand Relationship in the Life Insurance Industry: Scale Development and Validation
    (Department of Marketing Management, University of Kelaniya, Sri Lanka., 2021) Pushpakumara, B. M. A.; Shamil, M. M.; Yatigammana, M. R. K. N.
    This is the first study to comprehensively explore, develop and validate a scale for customer intrinsic value, brand trust and consumer-brand relationship behavior for the life insurance industry in Sri Lanka. This task was realized through an extensive literature review and discussions with academic experts and practitioners in the insurance field. A factor analysis was performed using the principal component analysis with Varimax rotation. The refined scales exhibit reliability, convergent validity, discriminant validity and will be useful for future researchers and managers.