The brand leadership: Scale development and validation

Yonghwan Chang, Yong Jae Ko

Research output: Contribution to journalArticlepeer-review

16 Scopus citations

Abstract

The primary purpose of this empirical research was to develop and validate the brand leadership scale (BLS). In this study, brand leadership is defined as consumers' perception about the relatively distinctive ability of a brand to continually achieve excellence through sufficient combinations of trendsetting and brand positioning within an industry segment. The BLS, comprising perceived quality, value, innovativeness and popularity, provides a unique methodological and conceptual approach for measuring products' brand leadership in market dynamics. The measurement scale helps develop a clear understanding of competitive relationships among leading and trailing brands from a strategic perspective based on consumers' perceptions. Theoretical and practical implications are discussed.

Original languageEnglish (US)
Pages (from-to)63-80
Number of pages18
JournalJournal of Brand Management
Volume21
Issue number1
DOIs
StatePublished - Jan 1 2014
Externally publishedYes

Keywords

  • brand leadership
  • innovativeness
  • popularity
  • quality
  • scale development
  • value

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