Brand pride: concept and measurement

Abstract

Purpose This paper aims to conceptualize and define a construct of brand pride and develop a measurement instrument for the construct. Design/methodology/approach A scale development procedure comprising a qualitative prestudy and four quantitative studies for item generation and content validity, scale refinement using exploratory factor analyses, scale confirmation using confirmatory factor analysis and scale validity using PLS-SEM is followed to develop the measure of brand pride. Findings The scale development procedure yields a two-dimensional measurement instrument for brand pride with affective and utilitarian dimensions. The proposed scale is reliable and has convergent, discriminant and nomological validity. Originality/value This study highlights the need to study brand pride by reviewing literature from both psychology and marketing. The definition and conceptualization of brand pride help uniquely identify and describe the phenomenon. By developing a scale to measure the construct of brand pride, this study will enable research into the phenomenon, its causes and effects and its significance for consumer–brand relationships.