Four items assess the degree to which a consumer perceives a brand's various touchpoints as presenting a uniform, coherent, and concerted image. This is one of three first-order dimensions of the effective customer journey design (CJD) second-order construct developed by Kuehn, Jozic, and Homburg (2019), validated across U.S. and European samples totalling 4,814 consumers. AVE was .71 (U.S.) and .69 (Europe). Discriminant validity from the other CJD dimensions was confirmed using the Fornell–Larcker criterion.
Kuehn, C., Jozic, D., & Homburg, C. (2019). Effective customer journey design: Consumers' conception, measurement, and consequences. Journal of the Academy of Marketing Science, 47(3), 551–568.
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