Development and Validation of the Brand Superiority Scale

The branding literature usually considers the brand as an independent variable comprised of a central construct with a variety of elements attached to it. This paper argues that more emphasis needs to be placed on the consumer perspective. However, research on the use of brands in the consumer decision making process is scant. The core objective of this study is to develop and test a multi item scale, the Brand Superiority Scale (BSP), which uses consumer’s use of brand names as guidance tools. The test results indicate that BSP has adequate internal reliability and a sound construct validity. Application of the scale in further consumer preference studies is reccommended.