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

Ananya Rajagopal
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Ananya Rajagopal: EGADE Business School

Chapter Chapter 15 in Innovation, Technology, and Market Ecosystems, 2020, pp 307-332 from Springer

Abstract: 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 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-23010-4_15

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DOI: 10.1007/978-3-030-23010-4_15

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