Customer-based brand competitiveness measurement

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.