chapter  5
18 Pages

Perceived Brand Differentiation

This chapter regroups different scales which aim at measuring the perceived brand differentiation under different angles. The differentiation strategy is a key to occupying a unique and favourite place in the minds of consumers and it improving perceptions of product performance and quality, reducing the vulnerability to competitive marketing actions and enhancing brand loyalty. Brand differentiation can be achieved by companies in different ways. One way, for global brands, is related to leveraging consumers' perceptions about the degree of globalness conveyed by a brand. The perceived brand globalness scale developed by Steenkamp, Batra and Alden measures the degree to which consumers believe a brand is global, that is, the degree to which they think the same brand is marketed in other countries and is recognized as a global brand. Luxury brands are characterised in the minds of consumers by higher levels of prices, quality, aesthetics, rarity, extraordinariness and other types of symbolic associations.