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

In: Innovation, Technology, and Market Ecosystems

Author

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  • Ananya Rajagopal

    (EGADE Business School)

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.

Suggested Citation

  • Ananya Rajagopal, 2020. "Developing Scale to Measure Perceived Brand Literacy of Consumer Products: An Empirical Experiment," Springer Books, in: Rajagopal & Ramesh Behl (ed.), Innovation, Technology, and Market Ecosystems, chapter 0, pages 307-332, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-23010-4_15
    DOI: 10.1007/978-3-030-23010-4_15
    as

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