TY - JOUR
T1 - The meanings of branded products
T2 - A cross-national scale development and meaning assessment
AU - Strizhakova, Yuliya
AU - Coulter, Robin A.
AU - Price, Linda L.
N1 - Funding Information:
The authors gratefully acknowledge the financial support of the University of Connecticut Center for International Business and Education Research. We are also thankful to Camelia Micu for her assistance with the data collection in Romania.
PY - 2008/6
Y1 - 2008/6
N2 - This research develops a scale to assess branded product meanings, including quality, values, personal identity, and traditions. Using data gathered in the U.S. and three emerging markets (Romania, Ukraine, and Russia), we demonstrate a valid and reliable measure that exhibits cross-national measurement invariance. Our findings document quality is the most important branded product meaning across countries; identity-related and traditions-related meanings are more important in the U.S. than the emerging markets. We discuss these findings, provide important managerial implications, and offer future research opportunities related to branding and measurement.
AB - This research develops a scale to assess branded product meanings, including quality, values, personal identity, and traditions. Using data gathered in the U.S. and three emerging markets (Romania, Ukraine, and Russia), we demonstrate a valid and reliable measure that exhibits cross-national measurement invariance. Our findings document quality is the most important branded product meaning across countries; identity-related and traditions-related meanings are more important in the U.S. than the emerging markets. We discuss these findings, provide important managerial implications, and offer future research opportunities related to branding and measurement.
UR - http://www.scopus.com/inward/record.url?scp=44649141933&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=44649141933&partnerID=8YFLogxK
U2 - 10.1016/j.ijresmar.2008.01.001
DO - 10.1016/j.ijresmar.2008.01.001
M3 - Article
AN - SCOPUS:44649141933
SN - 0167-8116
VL - 25
SP - 82
EP - 93
JO - International Journal of Research in Marketing
JF - International Journal of Research in Marketing
IS - 2
ER -