Brand bravery: Conceptualization, scale development and validation
MetadataShow full item record
This is an author-created, un-copyedited version of an article accepted for publication in Journal of Product and Brand Management.
Brands today operate in a dynamic business environment, which often requires them to take courageous actions, from taking a stand on controversial issues to responding to changing market needs. However, these actions are not merely strategic but also represent a unique aspect of the brands’ identity, which includes holding up to their core values and being resilient to social pressure. To better understand this positive virtue, the current study introduces the concept of brand bravery – a novel brand archetype that emulates the brand’s distinct identity. This study aims to conceptualize brand bravery and develop a psychometrically sound scale to measure it and investigate its relationship with positive brand relationship outcomes.
Two qualitative studies were conducted to identify the dimensions of perceived brand bravery. Three empirical studies develop and validate the proposed measurement scale and confirm the construct’s nomological validity by proposing a framework that explains the outcomes of perceived brand bravery.
Results from multiple studies support a seven-factor second-order reflective scale of perceived brand bravery, with dimensions altruism, bold, courageous, determined, enduring, fearless and gritty. The construct of brand bravery is found discriminant from other conceptually distinct but related brand attributes. Nomological validity tests further suggest that perceived brand bravery leads to positive consumer-related outcomes such as brand advocacy behaviors, positive attitude and consumer brand identification.
Brand bravery provides a vital roadmap to marketers who have sought to create a leading brand that can stay relevant in times of disruption. The multi-factor scale can help managers track, which dimension of the brand bravery scale is more relevant for shaping overall bravery perception.
The study introduces a novel brand attribute that has not been previously discussed beyond social and moral psychology literature. It conceptualizes brand bravery that will strengthen the understanding of this specific brand characteristic and provides a practical scale to measure brand bravery.
Showing items related by title, author, creator and subject.
Rabbanee, Fazlul ; Sadeque, Saalem; Swapan, Mohammad (2019)City branding is an important activity of the governing authorities of the cities around the world. While extant literature on urban governance highlights the significance of residents’ role in the development and managing ...
Corporate social responsibility branding: the role of organisational identity and its impact on performanceSuprawan, Lokweetpun (2011)The concept of corporate social responsibility (CSR) has received much attention over several decades, although its definition has splintered into different perspectives termed in this thesis as economic, socio-political, ...
Evaluation of an innovative strategy for teaching systems of linear equations in terms of classroom environment, attitudes and conceptual developmentOgbuehi, Philip Ikechukwu (2006)This study, which was conducted among middle-school students in California, focused on the effectiveness of using innovative strategies for enhancing the classroom environment, students' attitudes, and conceptual development. ...