Brand bravery: Conceptualization, scale development and validation
Purpose Brands today operate in a dynamic business environment, which often requires them to take courageous actions, from taking a stand on controversial issues to responding to changing market needs. However, these actions are not merely strategic but also represent a unique aspect of the brand...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Published: |
Emerald
2020
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| Online Access: | http://hdl.handle.net/20.500.11937/81662 |
| _version_ | 1848764400907845632 |
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| author | Jain, Kokil Jajodia, Isha Sharma, Piyush Singh, Gurinder |
| author_facet | Jain, Kokil Jajodia, Isha Sharma, Piyush Singh, Gurinder |
| author_sort | Jain, Kokil |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Purpose
Brands today operate in a dynamic business environment, which often requires them to take courageous actions, from taking a stand on controversial issues to responding to changing market needs. However, these actions are not merely strategic but also represent a unique aspect of the brands’ identity, which includes holding up to their core values and being resilient to social pressure. To better understand this positive virtue, the current study introduces the concept of brand bravery – a novel brand archetype that emulates the brand’s distinct identity. This study aims to conceptualize brand bravery and develop a psychometrically sound scale to measure it and investigate its relationship with positive brand relationship outcomes.
Design/methodology/approach
Two qualitative studies were conducted to identify the dimensions of perceived brand bravery. Three empirical studies develop and validate the proposed measurement scale and confirm the construct’s nomological validity by proposing a framework that explains the outcomes of perceived brand bravery.
Findings
Results from multiple studies support a seven-factor second-order reflective scale of perceived brand bravery, with dimensions altruism, bold, courageous, determined, enduring, fearless and gritty. The construct of brand bravery is found discriminant from other conceptually distinct but related brand attributes. Nomological validity tests further suggest that perceived brand bravery leads to positive consumer-related outcomes such as brand advocacy behaviors, positive attitude and consumer brand identification.
Practical implications
Brand bravery provides a vital roadmap to marketers who have sought to create a leading brand that can stay relevant in times of disruption. The multi-factor scale can help managers track, which dimension of the brand bravery scale is more relevant for shaping overall bravery perception.
Originality/value
The study introduces a novel brand attribute that has not been previously discussed beyond social and moral psychology literature. It conceptualizes brand bravery that will strengthen the understanding of this specific brand characteristic and provides a practical scale to measure brand bravery. |
| first_indexed | 2025-11-14T11:18:46Z |
| format | Journal Article |
| id | curtin-20.500.11937-81662 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T11:18:46Z |
| publishDate | 2020 |
| publisher | Emerald |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-816622021-03-09T05:47:18Z Brand bravery: Conceptualization, scale development and validation Jain, Kokil Jajodia, Isha Sharma, Piyush Singh, Gurinder Purpose Brands today operate in a dynamic business environment, which often requires them to take courageous actions, from taking a stand on controversial issues to responding to changing market needs. However, these actions are not merely strategic but also represent a unique aspect of the brands’ identity, which includes holding up to their core values and being resilient to social pressure. To better understand this positive virtue, the current study introduces the concept of brand bravery – a novel brand archetype that emulates the brand’s distinct identity. This study aims to conceptualize brand bravery and develop a psychometrically sound scale to measure it and investigate its relationship with positive brand relationship outcomes. Design/methodology/approach Two qualitative studies were conducted to identify the dimensions of perceived brand bravery. Three empirical studies develop and validate the proposed measurement scale and confirm the construct’s nomological validity by proposing a framework that explains the outcomes of perceived brand bravery. Findings Results from multiple studies support a seven-factor second-order reflective scale of perceived brand bravery, with dimensions altruism, bold, courageous, determined, enduring, fearless and gritty. The construct of brand bravery is found discriminant from other conceptually distinct but related brand attributes. Nomological validity tests further suggest that perceived brand bravery leads to positive consumer-related outcomes such as brand advocacy behaviors, positive attitude and consumer brand identification. Practical implications Brand bravery provides a vital roadmap to marketers who have sought to create a leading brand that can stay relevant in times of disruption. The multi-factor scale can help managers track, which dimension of the brand bravery scale is more relevant for shaping overall bravery perception. Originality/value The study introduces a novel brand attribute that has not been previously discussed beyond social and moral psychology literature. It conceptualizes brand bravery that will strengthen the understanding of this specific brand characteristic and provides a practical scale to measure brand bravery. 2020 Journal Article http://hdl.handle.net/20.500.11937/81662 10.1108/JPBM-04-2020-2879 Emerald fulltext |
| spellingShingle | Jain, Kokil Jajodia, Isha Sharma, Piyush Singh, Gurinder Brand bravery: Conceptualization, scale development and validation |
| title | Brand bravery: Conceptualization, scale development and validation |
| title_full | Brand bravery: Conceptualization, scale development and validation |
| title_fullStr | Brand bravery: Conceptualization, scale development and validation |
| title_full_unstemmed | Brand bravery: Conceptualization, scale development and validation |
| title_short | Brand bravery: Conceptualization, scale development and validation |
| title_sort | brand bravery: conceptualization, scale development and validation |
| url | http://hdl.handle.net/20.500.11937/81662 |