International Research journal of Management Science and Technology

  ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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THE BRAND LEADERSHIP: SCALE DEVELOPMENT AND VALIDATION

    1 Author(s):  DR MANJUNATH KOLIWAD

Vol -  11, Issue- 10 ,         Page(s) : 86 - 90  (2020 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

The main goal of this empirical study was to create and validate a brand leadership scale (BLS). Brand leadership is defined in this study as consumers' perceptions of a brand's relatively unique ability to consistently attain excellence through suitable mixes of trendsetting and brand positioning within an industry segment. The BLS, which includes perceived quality, value, innovativeness, and popularity, offers a unique empirical and conceptual framework for determining a product's market leadership. From a strategic standpoint, the measurement scale aids in the development of a clear knowledge of competitive interactions between leading and lagging brands based on consumer perceptions. There is a discussion of both theoretical and practical ramifications.

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Bhasin, “Brand Leadership - Definition, Importance, and Examples.” Marketing91, www.marketing91.com, 2 Sept. 2021, https://www.marketing91.com/brand-leadership.
“Building a Leadership Brand.” Harvard Business Review, hbr.org, 1 July 2007, https://hbr.org/2007/07/building-a-leadership-brand.

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