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Toward a measure of brand pride: scale development and validation

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Abstract

Brand pride is a self-relevant consumer emotion that impacts brand-related consumption behavior. The study validates brand pride (consumer brand) as a multi-dimensional construct and provides a robust scale to measure it. A literature review and a qualitative approach, followed by an iterative process, led to an initial pool of items to measure brand pride. Next, a stepwise scale purification and validation process involving five subsequent studies was conducted. The resulting 12-item parsimonious scale measures individualistic and collectivistic brand pride. Further, a nomological network of brand pride (consumer brand) with related constructs and predictive capability of the scale for loyalty outcomes is established. The findings contribute significantly to branding theory and provide strategic directions to brand managers in designing their branding strategies.

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Notes

  1. Reserve Bank of India (2021): Consumer Confidence Survey. Available at https://www.rbi.org.in/Scripts/PublicationsView.aspx?id=20351. Accessed on August 8, 2022.

  2. Chi-square difference is > 3 (Hair et al. 2018).

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Acknowledgements

The authors wish to thank all participants for their involvement in this research. The authors also wish to declare that parts of this submission are based on the PhD dissertation work of one of the authors. Further, the authors also wish to acknowledge the comments and suggestions by the anonymous reviewers of this paper whose suggestions helped us improve the robustness of the paper.

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  1. International Management Institute New Delhi, B-10, Qutab Institutional Area, Tara Crescent, New Delhi, 110016, India

    Subarna Nandy, Neena Sondhi & Himanshu Joshi

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  1. Subarna Nandy
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Appendix 1

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Table 8 Brand pride and other construct scales
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8.

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Nandy, S., Sondhi, N. & Joshi, H. Toward a measure of brand pride: scale development and validation. J Brand Manag (2024). https://doi.org/10.1057/s41262-023-00350-9

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