Toward a measure of brand pride: scale development and validation

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.