QR Code

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...

Full description

Bibliographic Details
Main Authors:	Jain, Kokil, Jajodia, Isha, Sharma, Piyush, Singh, Gurinder
Format:	Journal Article
Published:	Emerald 2020
Online Access:	http://hdl.handle.net/20.500.11937/81662

Similar Items

Counterfeit Proneness: Conceptualization and Scale Development
by: Sharma, Piyush
Published: (2009)

Measuring Personal Cultural Orientations: Scale Development and Validation
by: Sharma, Piyush
Published: (2010)

Personal cultural orientations: Looking beyond scale development and validation
by: Sharma, Piyush
Published: (2014)

Personal cultural orientations: Looking beyond scale development and validation
by: Sharma, Piyush
Published: (2015)

Personal cultural orientations: Looking beyond scale development and validation
by: Sharma, Piyush
Published: (2016)

Personal cultural orientations: Looking beyond scale development and validation
by: Sharma, Piyush
Published: (2016)

Conceptualising luxury brand attachment: scale development and validation
by: Shimul, Anwar Sadat, et al.
Published: (2019)

Customer engagement and relationships in multi-actor service ecosystems
by: Sharma, Piyush, et al.
Published: (2020)

Developing and validating a multidimensional nonprofit brand orientation scale
by: Ewing, Michael, et al.
Published: (2005)

Counterfeit proneness: Conceptualisation and scale development
by: Sharma, Piyush, et al.
Published: (2011)

Bridging Research Perspectives ‐ Advances in Branding, Advertising and Promotions
by: Sharma, Piyush
Published: (2017)

Are Strong Brands a Source of Competitive Advantage in the Virtual World?
by: Sharma, Piyush
Published: (2012)

Demystifying the link between emotional loneliness and brand loyalty: Mediating roles of nostalgia, materialism and self-brand connections
by: Loh, Huey Shee, et al.
Published: (2020)

DESCONTMARKS: scale development and validation
by: Ismail, An Nur Nabila, et al.
Published: (2021)

Consumer ethnocentrism: Reconceptualization and cross-cultural validation
by: Sharma, Piyush
Published: (2015)

Consumer ethnocentrism: Reconceptualization and cross-cultural validation
by: Sharma, Piyush
Published: (2012)

What drives service managers’ performance? Towards an integrative conceptual model
by: Sharma, Piyush
Published: (2022)

Conceptualizing luxury brand attachment
by: Shimul, Anwar
Published: (2015)

Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment
by: Chieng, Fayrene, et al.
Published: (2021)

A conceptual investigation into brand mimicry in the luxury brand industry
by: Teah, Min, et al.
Published: (2010)

Building Stronger Brands in Emerging Markets: Challenges and Opportunities
by: Sharma, Piyush, et al.
Published: (2018)

Counterfeit Purchase Behavior: Towards a Comprehensive Conceptual Framework
by: Sharma, Piyush, et al.
Published: (2010)

Impact of product differentiation, marketing investments and brand equity on pricing strategies
by: Davcik, N., et al.
Published: (2015)

Using gamification to create brand love in online retailing: Brand engagement and value co-creation perspective
by: Malik, Garima, et al.
Published: (2023)

The development and validation of maternal spiritual characteristics scale.
by: Hassan, Siti Aishah, et al.
Published: (2008)

Development and validation of female hedonic orientation scale
by: Teo, Carol Boon Chui, et al.
Published: (2014)

Corporate shared prosperity: scale development and validation
by: Hossain, Mohammad Imtiaz, et al.
Published: (2024)

What is brand mimicry? a conceptual investigation in the luxury brand industry
by: Teah, Min
Published: (2010)

Exploring counterfeit purchase behavior: Towards a unified conceptual framework
by: Sharma, Piyush, et al.
Published: (2011)

Validating and comparing stroke prognosis scales
by: Quinn, Terence J., et al.
Published: (2017)

How do brand evaluations affect online brand engagement? Mediation impact and evidence from Facebook
by: Alqahtani, Abdul, et al.
Published: (2024)

Demystifying deliberate counterfeit purchase behaviour: Towards a unified conceptual framework
by: Sharma, Piyush, et al.
Published: (2015)

Interactive Effects of Psychological Contracts on Service Brand Evaluations
by: Kingshott, Russel, et al.
Published: (2020)

Conceptualizing ‘Country-of-Ingredient-Authenticity’ for Luxury Brands
by: Zainol, Siti Nurzahirah Zakiah Binti
Published: (2015)

Conceptualizing 'Country of Ingredient Authenticity' of Luxury Brands
by: Zainol, Zahirah, et al.
Published: (2012)

Conceptualizing Country-of-Ingredient Authenticity of Luxury Brands
by: Cheah, Isaac, et al.
Published: (2016)

The effects of product prototypicality on brand resonance in brand extensions - a conceptual analysis
by: Baird, Michael, et al.
Published: (2008)

A conceptual analysis of the effects of product prototypicality on brand resonance in brand extensions
by: Baird, Michael, et al.
Published: (2008)

Investigating Individual Differences in Customer Complaint Behavior: Towards a Comprehensive Conceptual Framework
by: Sharma, Piyush, et al.
Published: (2005)

Exploring the role of attitudinal functions in counterfeit purchase behavior via an extended conceptual framework
by: Sharma, Piyush, et al.
Published: (2017)