Customer-based brand competitiveness measurement

Gaki Wangmo*, Rico Piehler, Chris Baumann

*Corresponding author for this work

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

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 languageEnglish
Title of host publicationANZMAC 2023: Marketing for Good
Subtitle of host publicationConference Proceedings
EditorsMaree Thyne, Sergio Biggemann
Place of PublicationDunedin, New Zealand
PublisherAustralian and New Zealand Marketing Academy (ANZMAC)
Pages432
Number of pages1
Publication statusPublished - Dec 2023
EventANZMAC Conference 2023: Marketing for Good - University of Otago, Dunedin, New Zealand
Duration: 4 Dec 20236 Dec 2023
https://www.anzmac2023.com/

Publication series

NameANZMAC Conference Proceedings
PublisherAustralian and New Zealand Marketing Academy (ANZMAC)
ISSN (Electronic)1447-3275

Conference

ConferenceANZMAC Conference 2023
Country/TerritoryNew Zealand
CityDunedin
Period4/12/236/12/23
Internet address

Keywords

  • Brand competitiveness
  • Scale development
  • Brand performance

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