Advertisement

Developing Scale to Measure Perceived Brand Literacy of Consumer Products: An Empirical Experiment

  • Ananya Rajagopal
Chapter

Abstract

The general objective of this study is to propose consumer perceived brand literacy as a construct, and develop a measurement scale, its validity, and reliability. The proposed scale will help to understand the consumer perceived brand literacy through the measurement and validation of the five proposed dimensions. This study aims at describing the consumer perceived brand literacy through five dimensions such as perceived brand image literacy, perceived brand attributes literacy, perceived brand quality literacy, perceived brand personality literacy, and perceived brand leadership literacy. The data is collected from consumers within the age group of 25–45 years, distributed homogeneously. The scale development process has been carried out in two stages in reference to two different consumer brands. Scale refinement has been done based on the analysis of reliability and validity tests at both stages.

Keywords

Consumer perceived brand literacy Perceived brand image Perceived brand attributes Brand quality Perceived brand personality Perceived brand leadership Data reliability and validation 

References

  1. Aaker, D. A. (1991). Managing brand equity. New York, NY: Free Press.Google Scholar
  2. Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102–120.CrossRefGoogle Scholar
  3. Aaker, J., Fournier, S., & Brasel, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31(1), 1–16.CrossRefGoogle Scholar
  4. Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347–356.CrossRefGoogle Scholar
  5. Ailwadi, K. L., & Keller, K. L. (2004). Understanding retail branding: Conceptual insights and research priorities. Journal of Retailing, 80(4), 331–342.CrossRefGoogle Scholar
  6. Alvi, S. F. S., & Kitchen, P. J. (2014). Projecting corporate brand image and behavioral response in business schools: Cognitive or affective brand attributes? Journal of Business Research, 67(11), 2324–2336.CrossRefGoogle Scholar
  7. Anisimova, T. A. (2007). The effects of corporate brand attributes on attitudinal and behavioural consumer loyalty. Journal of Consumer Marketing, 24(7), 395–405.CrossRefGoogle Scholar
  8. Basfirinci, C. (2013). Effect of brand origin on brand personality perceptions: An empirical analysis from Turkey. Asia Pacific Journal of Marketing and Logistics, 25(4), 539–560.CrossRefGoogle Scholar
  9. Bauman, Z. (2001). The individualized society. Cambridge: Polity.Google Scholar
  10. Bengtsson, A., & Firat, A. F. (2006). Brand literacy: Consumers’ sense-making of brand management. Advances in Consumer Research, Association of Consumer Research, 33, 375–380.Google Scholar
  11. Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing Science, 28(1), 128–137.CrossRefGoogle Scholar
  12. Bian, X., & Moutinho, L. (2011). The role of brand image, product involvement, and knowledge in explaining consumer purchase behavior of counterfeits – Direct and indirect effects. European Journal of Marketing, 45(1–2), 191–216.CrossRefGoogle Scholar
  13. Brown, S., Kozinets, R. V., & Sherry Jr., J. F. (2003). Teaching old brands new tricks: Retro branding and the revival of brand meaning. Journal of Marketing, 67(3), 19–33.CrossRefGoogle Scholar
  14. Carlson, B. D., Donavan, D. T., & Cumiskey, K. J. (2009). Consumer-brand relationships in sport: Brand personality and identification. International Journal of Retail and Distribution Management, 37(4), 370–384.CrossRefGoogle Scholar
  15. Chang, Y., & Ko, Y. J. (2014). The brand leadership: Scale development and validation. Journal of Brand Management, 21(1), 63–80.CrossRefGoogle Scholar
  16. Chung, S., & Park, J. (2017). The influence of brand personality and relative brand identification on brand loyalty in the European mobile phone market. Canadian Journal of Administrative Sciences, 34(1), 47–62.CrossRefGoogle Scholar
  17. Coleman, D. A., de Chernatony, L., & Christodoulides, J. (2015). B2B service brand identity and brand performance. European Journal of Marketing, 49(7–8), 1139–1162.CrossRefGoogle Scholar
  18. Combe, I., Crowther, D., & Greenland, S. (2003). The semiology of changing brand image. Journal of Research in Marketing and Entrepreneurship, 5(1), 1–24.CrossRefGoogle Scholar
  19. Coulter, R. A., Price, L. L., & Feick, L. (2003). Rethinking the origins of involvement and brand commitment: Insights from post-socialist central Europe. Journal of Consumer Research, 30(2), 151–169.CrossRefGoogle Scholar
  20. DelVecchio, D., & Puligadda, S. (2012). The effects of lower prices on perceptions of brand quality: A choice task perspective. Journal of Product & Brand Management, 21(6), 465–474.CrossRefGoogle Scholar
  21. Dholakia, N. (2004). Borderless bits: IT-enabled globalization. Kingston, RI: University of Rhode Island.Google Scholar
  22. Diallo, M. F., Burt, S., & Sparks, L. (2015). The influence of image and consumer factors on store brand choice in the Brazilian market: Evidence from two retail chains. European Business Review, 27(5), 495–512.CrossRefGoogle Scholar
  23. Didier, L., & Lombart, C. (2010). Impact of brand personality on three major relational consequences (trust, attachment, and commitment to the brand). Journal of Product & Brand Management, 19(2), 114–130.CrossRefGoogle Scholar
  24. Dobni, D., & Zinkhan, G. M. (1990). In search of brand image: Foundation analysis. Advances in Consumer Research, 17, 110–119.Google Scholar
  25. Dodson, J. A., Tybout, A. M., & Sternthal, B. (1978). Impact of deals and deal retraction on brand switching. Journal of Marketing Research, 15(1), 72–81.CrossRefGoogle Scholar
  26. Fırat, A. F. (1996). Literacy in the age of new information technologies. In R. R. Dholakia, N. Mundorf, & M. Dholakia (Eds.), New infotainment technologies in the home: Demand-side perspectives (pp. 173–193). Mahwah, NJ: Lawrence Erlbaum Associates.Google Scholar
  27. Gehlar, M. J., Regmi, A., Stefanou, S. E., & Zoumas, B. L. (2009). Brand leadership and product innovation as firm strategies in global food markets. Journal of Product & Brand Management, 18(2), 115–126.Google Scholar
  28. Grant, I. C. (2004). Communicating with young people through the eyes of marketing practitioners. Journal of Marketing Management, 20(5–6), 591–606.CrossRefGoogle Scholar
  29. Holt, D., Quelch, J., & Taylor, E. (2003). How global brands compete. Harvard Business Review, 82(9), 68–75.Google Scholar
  30. Hosseini, S. H. K., & Behboudi, L. (2017). Brand trust and image: Effects on customer satisfaction. International Journal of Health Care Quality Assurance, 30(7), 580–590.CrossRefGoogle Scholar
  31. Hu, J., Liu, X., Wang, S., & Yang, Z. (2012). The role of brand image congruity in Chinese consumers’ brand preference. Journal of Product & Brand Management, 21(1), 26–34.CrossRefGoogle Scholar
  32. Huertas-Garcia, R., Consolación, C., & Mas-Machuca, M. (2016). How a sustainable message affects brand attributes. Industrial Management & Data Systems, 116(3), 466–482.CrossRefGoogle Scholar
  33. Hui, W. (2010). Brand, knowledge, and false sense of security. Information Management and Computer Security, 18(3), 162–172.CrossRefGoogle Scholar
  34. Keller, K. L. (1993). Conceptualizing, measuring and managing customer based brand equity. Journal of Marketing, 57(1), 1–22.CrossRefGoogle Scholar
  35. King, H. (2015, October 29). Who is buying Apple products? Old men. Retrieved from http://money.cnn.com/2015/10/29/technology/apple-customers/index.html
  36. Kohli, C., Harich, K. R., & Leuthesser, L. (2005). Creating brand identity: A study of new brand names. Journal of Business Research, 58(11), 1506–1515.CrossRefGoogle Scholar
  37. Koll, O., & von Wallpach, S. (2009). One brand perception_? Or many? The heretogeneity of intra-brand knowledge. Journal of Product and Brand Management, 18(5), 338–345.CrossRefGoogle Scholar
  38. Low, G. S., & Lamb, C. W. (2000). The measurement and dimensionality of brand associations. Journal of Product and Brand Management, 9(6), 350–362.CrossRefGoogle Scholar
  39. Maggie, G., Weijters, B., & De Wulf, K. (2009). A new measure of brand personality. International Journal of Research in Marketing, 26(2), 97–107.CrossRefGoogle Scholar
  40. Malhotra, N. K. (2005). Attitude and affect: New frontiers of research in the 21st century. Journal of Business Research, 58(4), 477–482.CrossRefGoogle Scholar
  41. Mencarelli, R., & Lombart, C. (2017). Influences of the perceived value on actual repurchasing behavior: Empirical exploration in a retailing context. Journal of Retailing and Consumer Services, 38(4), 12–21.CrossRefGoogle Scholar
  42. Michel, G. (2017). From brand identity to polysemous brands: Commentary on ‘Performing identities: Processes of brand and stakeholder identity co-construction’. Journal of Business Research, 70(1), 453–455.CrossRefGoogle Scholar
  43. Miller, K. W., & Mills, M. K. (2011). Contributing clarity by examining brand luxury in fashion market. Journal of Business Research, 65(10), 1471–1479.CrossRefGoogle Scholar
  44. Mishra, S., Singh, S. N., Fang, X., & Yin, B. (2017). Impact of diversity, quality and number of brand alliance partners on the perceived quality of a new brand. Journal of Product & Brand Management, 26(2), 159–176.CrossRefGoogle Scholar
  45. Oswald, L. R. (2010). Developing brand literacy among affluent Chinese consumers: A semiotic perspective. Advances in Consumer Research, 37, 413–419.Google Scholar
  46. Parise, C. V., & Spence, C. (2012). Assessing the associations between brand packaging and brand attributes using an indirect performance measure. Food Quality and Preference, 24(1), 17–23.CrossRefGoogle Scholar
  47. Pyun, D. Y., Kwon, H. H., & Lee, C. W. (2011). The influences of perceived brand quality and ethnocentrism on consumption patterns of a global sports brand: The case of Korean college students. International Journal of Sports Marketing and Sponsorship, 13(1), 18–32.CrossRefGoogle Scholar
  48. Ramaseshan, B., & Stein, A. (2014). Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships. The Journal of Brand Management, 21(7), 664–683.CrossRefGoogle Scholar
  49. Rindell, A., & Iglesias, O. (2014). Context and time in brand image constructions. Journal of Organizational Change Management, 27(5), 756–768.CrossRefGoogle Scholar
  50. Sasmita, J., & Suki, N. M. (2015). Young consumers insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail and Distribution Management, 43(3), 276–292.CrossRefGoogle Scholar
  51. Schroeder, J., Borgerson, J., & Wu, Z. (2014). A brand culture approach to brand literacy: Consumer co-creation and emerging Chinese luxury brands. Advances in Consumer Research, 42, 366–370.Google Scholar
  52. Sebba, M. (2015). Iconization, attribution and branding in orthography. Written language and literacy, 18(2), 208–227.CrossRefGoogle Scholar
  53. Stern, B. B. (2006). What does brand mean? Historical analysis method and construct definition. Journal of Academy of Marketing Science, 34(2), 216–223.CrossRefGoogle Scholar
  54. Su, N., & Reynolds, D. (2017). Effects of brand personality dimensions on consumers’ perceived self-image congruity and functional congruity with hotel brands. International Journal of Hospitality Management, 66(1), 1–12.CrossRefGoogle Scholar
  55. Tierney, K. D., Karpen, I. O., & Westberg, K. (2016). Brand meaning cocreation: Toward a conceptualization and research implications. Journal of Service Theory and Practice, 26(6), 911–932.CrossRefGoogle Scholar
  56. Wardlaw, C. (2016, May 27). Power profile: Mazda 3. Retrieved from http://www.jdpower.com/cars/articles/car-buyers-guides/power-profile-mazda-3
  57. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. The Journal of Marketing, 52(3), 2–22.CrossRefGoogle Scholar

Copyright information

© The Author(s) 2020

Authors and Affiliations

  • Ananya Rajagopal
    • 1
  1. 1.EGADE Business SchoolMexico CityMexico

Personalised recommendations