Weitere Kapitel dieses Buchs durch Wischen aufrufen
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.
Bitte loggen Sie sich ein, um Zugang zu diesem Inhalt zu erhalten
Sie möchten Zugang zu diesem Inhalt erhalten? Dann informieren Sie sich jetzt über unsere Produkte:
Aaker, D. A. (1991). Managing brand equity. New York, NY: Free Press.
Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102–120. CrossRef
Aaker, J., Fournier, S., & Brasel, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31(1), 1–16. CrossRef
Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347–356. CrossRef
Ailwadi, K. L., & Keller, K. L. (2004). Understanding retail branding: Conceptual insights and research priorities. Journal of Retailing, 80(4), 331–342. CrossRef
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. CrossRef
Anisimova, T. A. (2007). The effects of corporate brand attributes on attitudinal and behavioural consumer loyalty. Journal of Consumer Marketing, 24(7), 395–405. CrossRef
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. CrossRef
Bauman, Z. (2001). The individualized society. Cambridge: Polity.
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.
Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing Science, 28(1), 128–137. CrossRef
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. CrossRef
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. CrossRef
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. CrossRef
Chang, Y., & Ko, Y. J. (2014). The brand leadership: Scale development and validation. Journal of Brand Management, 21(1), 63–80. CrossRef
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. CrossRef
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. CrossRef
Combe, I., Crowther, D., & Greenland, S. (2003). The semiology of changing brand image. Journal of Research in Marketing and Entrepreneurship, 5(1), 1–24. CrossRef
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. CrossRef
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. CrossRef
Dholakia, N. (2004). Borderless bits: IT-enabled globalization. Kingston, RI: University of Rhode Island.
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. CrossRef
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. CrossRef
Dobni, D., & Zinkhan, G. M. (1990). In search of brand image: Foundation analysis. Advances in Consumer Research, 17, 110–119.
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. CrossRef
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.
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.
Grant, I. C. (2004). Communicating with young people through the eyes of marketing practitioners. Journal of Marketing Management, 20(5–6), 591–606. CrossRef
Holt, D., Quelch, J., & Taylor, E. (2003). How global brands compete. Harvard Business Review, 82(9), 68–75.
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. CrossRef
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. CrossRef
Huertas-Garcia, R., Consolación, C., & Mas-Machuca, M. (2016). How a sustainable message affects brand attributes. Industrial Management & Data Systems, 116(3), 466–482. CrossRef
Hui, W. (2010). Brand, knowledge, and false sense of security. Information Management and Computer Security, 18(3), 162–172. CrossRef
Keller, K. L. (1993). Conceptualizing, measuring and managing customer based brand equity. Journal of Marketing, 57(1), 1–22. CrossRef
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
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. CrossRef
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. CrossRef
Low, G. S., & Lamb, C. W. (2000). The measurement and dimensionality of brand associations. Journal of Product and Brand Management, 9(6), 350–362. CrossRef
Maggie, G., Weijters, B., & De Wulf, K. (2009). A new measure of brand personality. International Journal of Research in Marketing, 26(2), 97–107. CrossRef
Malhotra, N. K. (2005). Attitude and affect: New frontiers of research in the 21st century. Journal of Business Research, 58(4), 477–482. CrossRef
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. CrossRef
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. CrossRef
Miller, K. W., & Mills, M. K. (2011). Contributing clarity by examining brand luxury in fashion market. Journal of Business Research, 65(10), 1471–1479. CrossRef
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. CrossRef
Oswald, L. R. (2010). Developing brand literacy among affluent Chinese consumers: A semiotic perspective. Advances in Consumer Research, 37, 413–419.
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. CrossRef
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. CrossRef
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. CrossRef
Rindell, A., & Iglesias, O. (2014). Context and time in brand image constructions. Journal of Organizational Change Management, 27(5), 756–768. CrossRef
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. CrossRef
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.
Sebba, M. (2015). Iconization, attribution and branding in orthography. Written language and literacy, 18(2), 208–227. CrossRef
Stern, B. B. (2006). What does brand mean? Historical analysis method and construct definition. Journal of Academy of Marketing Science, 34(2), 216–223. CrossRef
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. CrossRef
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. CrossRef
Wardlaw, C. (2016, May 27). Power profile: Mazda 3. Retrieved from http://www.jdpower.com/cars/articles/car-buyers-guides/power-profile-mazda-3
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. CrossRef
- Developing Scale to Measure Perceived Brand Literacy of Consumer Products: An Empirical Experiment
- Chapter 15
Neuer Inhalt/© Stellmach, Neuer Inhalt/© Maturus, Pluta Logo/© Pluta