Association of Marketing Theory and Practice, Association of Marketing Theory and Practice 2012

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The Brand Leadership Scale: Development and Validation
Yonghwan Chang, Yong Jae Ko, Il Rang Lee, Song-Hyun Cho, Akiko Arai

Building: Marriot Resort and Spa
Room: Atlantic 2
Date: 03-31-2012 - 10:30 AM – 11:45 AM
Last modified: 02-11-2012


The purpose of this study was to develop the Brand Leadership Scale (BLS). Extensive literature review suggests that brand leadership can be defined by four factors (i.e., product quality, perceived value, innovativeness, and popularity). After the scale purification process, a confirmatory factor analysis was conducted to assess the measurement properties of the measures using the AMOS 17.0 software. Research respondents (N = 381) were participants of the 2010 U.S. Open TKD Championship. They were asked to indicate their perception and attitude related to the Electronic Impact Detection and Scoring System. The overall goodness-of-fit results supported the proposed four-factor model. The 14-item BLS captures four factors in a reliable and valid manner. Furthermore, the significant relationship between brand leadership and attitude (path coefficient γ = .76) provided empirical evidence of predictive validity of the BLS. The BLS provides brand managers with practical implications for developing product brand leadership. As of yet, there has not been substantial research on these issues. Therefore, the scholarly effort aimed at understanding these issues will make both scientific and practical contributions.

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