Are brand benefits perceived differently in less developed economies ? A scale development and validation

Jérôme Lacoeuilhe (), Selima Ben Mrad (), Samy Belaïd () and Maria Petrescu ()
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Jérôme Lacoeuilhe: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
Selima Ben Mrad: NSU - Nova Southeastern University
Samy Belaïd: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Maria Petrescu: NSU - Nova Southeastern University

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Abstract: The purpose of this paper is to develop a scale measuring consumers' brand benefits in less developed economies. Based on the literature, items have been generated in qualitative and quantitative studies and tested by using exploratory and confirmatory factor analyses. The findings show that brand benefits converge into a two-factor structure (functional and symbolic) instead of three (functional, experiential and symbolic). These findings can be justified by the fact that consumers in developing economies do not have as much experience with brands as the ones from developed economies. The results also relate to previous literature findings on the topic of utilitarian and affective brand relationships. This scale can be used to advance the domain of brand benefits in a cross-cultural environment and can be employed by marketers when businesses plan to brand their products in developed economies.

Keywords: Measurement scale; Brand benefits; Symbolic; Functional; Utilitarian; Less developed economies; Affective; Experiential (search for similar items in EconPapers)
Date: 2017
New Economics Papers: this item is included in nep-agr, nep-ipr and nep-mkt
Note: View the original document on HAL open archive server: https://hal.science/hal-01672929v1
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Citations: View citations in EconPapers (1)

Published in Journal of Marketing Analytics, 2017, 5 (3-4), pp.111-120. ⟨10.1057/s41270-017-0024-4⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01672929

DOI: 10.1057/s41270-017-0024-4

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