A new scale for brand competitiveness

Gaki Wangmo*, Rico Piehler, Chris Baumann

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference abstractpeer-review

Abstract

Drawing on signalling theory, this study introduces customer-based brand competitiveness (CBBC) as a customer’s evaluation of a brand’s outperformance of competing brands, develops a seven-item scale to measure CBBC, and empirically investigates brand equity and purchase intentions as consequences.
Original languageEnglish
Title of host publication2024 AMA Winter Academic Conference Proceedings
Subtitle of host publicationUnlocking Our Potential
EditorsSamantha Cross, Alok Saboo
Place of PublicationChicago
PublisherAmerican Marketing Association
Pages771-774
Number of pages4
Volume35
ISBN (Print)9780877570189
Publication statusPublished - Feb 2024
Event2024 AMA Winter Academic Conference: Unlocking Our Potential - St Pete Beach, United States
Duration: 20 Feb 202425 Feb 2024
https://www.ama.org/events/academic/2024-ama-winter-academic-conference/

Conference

Conference2024 AMA Winter Academic Conference
Country/TerritoryUnited States
CitySt Pete Beach
Period20/02/2425/02/24
Internet address

Keywords

  • Brand competitiveness
  • Scale development
  • Signalling theory
  • Competition
  • Relativity

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