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 |
|---|---|
| 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 |
|---|---|
| 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