Abstract
Brand competitiveness as a brand’s outperformance of competing brands is an important signal that influences a consumer’s response to a brand’s marketing, i.e., its customer-based brand equity. Leveraging a customer perspective, this study develops a new measure for customer-based brand competitiveness (CBBC). The scale development process comprises three stages, with two qualitative and three quantitative studies. An initial pool of 36 items is generated from a literature review and qualitative interviews with 20 consumers in the scale construction stage. The scale refinement stage with 21 academic branding experts results in a reduced pool of seven items. The quantitative scale validation stage with a total of 1,157 consumers, resulting in 2,078 brand evaluations across five industries, confirms the reliability, validity, and unidimensionality of the seven-item CBBC scale. Structural equation modelling shows the superiority of the new CBBC scale when explaining brand equity and purchase intention.
Original language | English |
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Title of host publication | ANZMAC 2023: Marketing for Good |
Subtitle of host publication | Conference Proceedings |
Editors | Maree Thyne, Sergio Biggemann |
Place of Publication | Dunedin, New Zealand |
Publisher | Australian and New Zealand Marketing Academy (ANZMAC) |
Pages | 432 |
Number of pages | 1 |
Publication status | Published - Dec 2023 |
Event | ANZMAC Conference 2023: Marketing for Good - University of Otago, Dunedin, New Zealand Duration: 4 Dec 2023 → 6 Dec 2023 https://www.anzmac2023.com/ |
Publication series
Name | ANZMAC Conference Proceedings |
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Publisher | Australian and New Zealand Marketing Academy (ANZMAC) |
ISSN (Electronic) | 1447-3275 |
Conference
Conference | ANZMAC Conference 2023 |
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Country/Territory | New Zealand |
City | Dunedin |
Period | 4/12/23 → 6/12/23 |
Internet address |
Keywords
- Brand competitiveness
- Scale development
- Brand performance
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Dive into the research topics of 'Customer-based brand competitiveness measurement'. Together they form a unique fingerprint.Prizes
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Best Paper in Track Award – Marketing Strategy, Branding and Brand Management
Wangmo, Gaki (Recipient), Piehler, Rico (Recipient) & Baumann, Chris (Recipient), 2023
Prize
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