Measuring Brand Experiences Cross-Nationally

19 Pages Posted: 24 Apr 2018

See all articles by Ulla Saari

Ulla Saari

affiliation not provided to SSRN

Saku Mäkinen

Tampere University of Technology - Department of Industrial Management

Date Written: January 2017

Abstract

The need for reliable and valid metrics for tracking consumers’ experiences of products and brands cross-nationally is becoming ever more important as companies are increasingly operating in international markets. Brand experiences associated with global brands can manifest themselves very differently in different parts of the world; thus, the scales developed to track brand experiences should be validated cross-nationally. This research tests and revises an existing brand experience measurement scale cross-nationally in two countries that have very different cultural settings. Based on the findings from a survey with a sample of 1008 respondents, the authors propose a revised and shortened scale that provides more reliable and valid measurement results of brand experiences of global high-tech brands. In general, the results demonstrate the need for tests on the cross-national applicability of measurement scales and, even further, they underline the importance of replication research.

Keywords: brand, consumer, experience, measurement, cross-national, scale development

Suggested Citation

Saari, Ulla and Mäkinen, Saku, Measuring Brand Experiences Cross-Nationally (January 2017). Journal of Brand Management, Vol. 24, Issue 1, 2017. Available at SSRN: https://ssrn.com/abstract=3160702 or http://dx.doi.org/10.1057/s41262-016-0022-4

Ulla Saari (Contact Author)

affiliation not provided to SSRN

No Address Available

Saku Mäkinen

Tampere University of Technology - Department of Industrial Management ( email )

P.O. 541, Korkeakoulunkatu 8 (Festia building)
Tampere, FI-33101
Finland

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