RESEARCH METHODOLOGY
3.1 Operational Definition
Variables used for this research are brand loyalty as dependent variable Y, whereas congruency X1, duration X2, invested resource X3 and management involvement X4
as independent variables. In addition, consumer product involvement X5 applied as a moderating variable.
3.1.1. Dependent Variable Brand Loyalty
The brand loyalty scale of Quester and Lim 2003 which divided brand loyalty into three components was adapted to serve the purpose of this study as follows:
1. Cognitive component :
a. Consumer thought about Dove HairTherapy over other brands when they consider buying shampoo.
b. Consumer attention paid to Dove HairTherapy over other brands. c. Consumer consideration about Dove HairTherapy when choosing a brand.
d. Consumer willingness to buy or consume Dove HairTherapy.
2. Affective Component :
a. Consumers feeling about buying another brand instead of Dove HairTherapy if it is not available.
b. If consumer excited about getting Dove HairTherapy over other brands. c. If consumer feel very attached to Dove HairTherapy over other brands.
d. If consumer interested in Dove HairTherapy over other brands. 3.
Conative Component :
a. Consumer decision on buying Dove HairTherapy although another brand is on sale.
b. Consumer choice not to buy another brand instead of Dove HairTherapy if it is not available.
c. Consumer recommendation about using Dove HairTherapy to others.
3.1.2. Independent Variables
1. Congruency The congruence dimension of the approach deals with the level of correspondence
between the cause and the company according to Brink 2006. According to Varadarajan and Menon 1988, the match or fit between the cause and the
company is one of importance factor when selecting a cause. Congruency was
estimated by modifying a scale from Keller and Aaker 1992, which measured the fit between a company and brand extensions. The scales for measuring
congruency are: - Company in lines with the cause.
- Logicality of company supporting the cause. - The concordance between company and supported cause.
2. Duration Brink 2006 states that the duration dimension of the approach deals with how
long time the CRM campaign runs. Duration was estimated by modifying a scale from Brink 2006, which measured the time frame of the program. The scales for
measuring duration are: - The duration of program.
- The program included in long-term program.
3. Resource Invested The invested resources dimension of the approach is described by Brink 2006 as
the amount of resources invested in the CRM program by the company. For the amount of resources invested, the scale used by Biswas and Burton 1993 was
adapted and modified. They measured the magnitude of savings indicated in an advertisement for a category of products on sale. The scales for measuring the
amount of resources invested are: - The company invested much resource to their programs.
- The resources invested for Dove Sisterhood is high. 4. Management Involvement
The management involvement dimension of the approach deals with the degree of senior level management support and involvement in the CRM approach Miller,
2002. With regard to management involvements, a modified version of the scale used in De Wulf, Odekerken-Schröder and Iacobucci 2001 was used. The scales
for measuring management involvement are: - The senior management seems to find it important what kind of cause the
company supports. - The senior management seems to be interested in the kind of cause the company
supports.
3.1.3. Moderating Variable
Kategori