Abstract
Brand competitiveness, defined as a brand’s outperformance of competing brands, is an emerging construct in marketing research. Because it has only been introduced recently, definitions and conceptualisations of brand competitiveness vary, with no commonly accepted measurement. Building on emerging literature on brand competitiveness, this study refines the definition, suggests a customer-based conceptualisation, and develops a refined pool of scale items to measure the construct. This paper reports on the first two qualitative stages of the scale development process. The scale construction stage comprised item generation through literature review and consumer interviews, resulting in an initial pool of 36 items. In the scale refinement stage, 21 academics with expertise in branding evaluated the initial items for representativeness, redundancy, and clarity. The refined pool comprises 20 items, representing the foundation for a subsequent quantitative scale validation stage.
Original language | English |
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Title of host publication | ANZMAC 2022 : Reconnect & Reimagine |
Subtitle of host publication | Conference Proceedings |
Editors | Paul Harrigan, Greg Brush |
Place of Publication | Perth |
Publisher | Australian and New Zealand Marketing Academy (ANZMAC) |
Pages | 455 |
Number of pages | 1 |
Publication status | Published - Dec 2022 |
Event | ANZMAC Conference 2022: Reconnect & reimagine - University of Western Australia, Perth, Australia Duration: 5 Dec 2022 → 7 Dec 2022 https://www.anzmac2022.com/ |
Publication series
Name | ANZMAC Conference Proceedings |
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ISSN (Print) | 1447-3275 |
Conference
Conference | ANZMAC Conference 2022 |
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Country/Territory | Australia |
City | Perth |
Period | 5/12/22 → 7/12/22 |
Internet address |
Keywords
- Brand competitiveness
- Scale development
- Brand metric