Brand competitiveness: Development of a new scale

Gaki Wangmo*, Rico Piehler, Chris Baumann

*Corresponding author for this work

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

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 languageEnglish
Title of host publicationANZMAC 2022 : Reconnect & Reimagine
Subtitle of host publicationConference Proceedings
EditorsPaul Harrigan, Greg Brush
Place of PublicationPerth
PublisherAustralian and New Zealand Marketing Academy (ANZMAC)
Pages455
Number of pages1
Publication statusPublished - Dec 2022
EventANZMAC Conference 2022: Reconnect & reimagine - University of Western Australia, Perth, Australia
Duration: 5 Dec 20227 Dec 2022
https://www.anzmac2022.com/

Publication series

NameANZMAC Conference Proceedings
ISSN (Print)1447-3275

Conference

ConferenceANZMAC Conference 2022
Country/TerritoryAustralia
CityPerth
Period5/12/227/12/22
Internet address

Keywords

  • Brand competitiveness
  • Scale development
  • Brand metric

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