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 language | English |
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Title of host publication | 2024 AMA Winter Academic Conference Proceedings |
Subtitle of host publication | Unlocking Our Potential |
Editors | Samantha Cross, Alok Saboo |
Place of Publication | Chicago |
Publisher | American Marketing Association |
Pages | 771-774 |
Number of pages | 4 |
Volume | 35 |
ISBN (Print) | 9780877570189 |
Publication status | Published - Feb 2024 |
Event | 2024 AMA Winter Academic Conference: Unlocking Our Potential - St Pete Beach, United States Duration: 20 Feb 2024 → 25 Feb 2024 https://www.ama.org/events/academic/2024-ama-winter-academic-conference/ |
Conference
Conference | 2024 AMA Winter Academic Conference |
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Country/Territory | United States |
City | St Pete Beach |
Period | 20/02/24 → 25/02/24 |
Internet address |
Keywords
- Brand competitiveness
- Scale development
- Signalling theory
- Competition
- Relativity