Brand Intelligence: Its Conceptualization, Measurement, and Impact on Firm Performance
Using intelligence in various aspects of business, including branding, allows organizations to reach a worthy competitive position in today's turbulent environment. However, researchers have not yet provided a scale to measure the level of brand intelligence. As a result, the purpose of this st...
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| Veröffentlicht in: | Iranian journal of management studies 2024-06, Vol.17 (3), p.875-887 |
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| container_title | Iranian journal of management studies |
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| creator | Varmaghani, Maryam Zarei, Azim Feiz, Davood Minbashrazgah, Morteza Maleki |
| description | Using intelligence in various aspects of business, including branding, allows organizations to reach a worthy competitive position in today's turbulent environment. However, researchers have not yet provided a scale to measure the level of brand intelligence. As a result, the purpose of this study is 1) to provide an operational definition of brand intelligence and 2) to develop a standard scale for measuring this variable. This study reports six studies on developing a brand intelligence scale based on a literature review and interviews with practitioners. This scale shows reliability, internal consistency, construct validity, and nomological validity. The findings show a 24-item measurement scale comprising seven dimensions: monitoring, brand research, predictability, reactivity, learning ability, ability to collaborate, and responsiveness. Also, the results showed that brand intelligence significantly affects market performance and financial performance. Finally, contributions, implications, limitations, and future research directions are discussed. |
| doi_str_mv | 10.22059/ijms.2023.344777.675178 |
| format | Article |
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| identifier | ISSN: 2008-7055 |
| ispartof | Iranian journal of management studies, 2024-06, Vol.17 (3), p.875-887 |
| issn | 2008-7055 2345-3745 |
| language | eng |
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| source | EZB-FREE-00999 freely available EZB journals; EBSCOhost Business Source Complete |
| subjects | Brand equity Brand image Brand loyalty Brand management Business performance management Collaboration Competition Competitive advantage Intellect Intelligence levels Management Methods Psychological aspects Questionnaires Text analysis Validity |
| title | Brand Intelligence: Its Conceptualization, Measurement, and Impact on Firm Performance |
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