Developing and validating a scale of consumer brand embarrassment tendencies

A valid brand embarrassment tendency scale seeks to measure individual differences in people's proneness to feel embarrassed in relation to brands. Three studies identify potential items and validate the scale. In Study 1, with a sample of 338 German respondents, factor analyses and comprehensi...

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Bibliographic Details
Published in:Journal of business research 2016-03, Vol.69 (3), p.1138-1147
Main Authors: Walsh, Gianfranco, Albrecht, Arne K., Hofacker, Charles F., Grant, Ian, Takahashi, Ikuo
Format: Article
Language:English
Subjects:
Brand embarrassment
Brands
Consumer attitudes
Consumer preferences
Differential analysis
Discriminant analysis
Economics
Emotions
Germany
Negative emotions
Personality traits
Scale development
United States
Validation
Validation studies
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Summary:A valid brand embarrassment tendency scale seeks to measure individual differences in people's proneness to feel embarrassed in relation to brands. Three studies identify potential items and validate the scale. In Study 1, with a sample of 338 German respondents, factor analyses and comprehensive validation procedures indicate one dimension that represents embarrassment tendency in relation to branded products. In Study 2, with a sample of 231U.S. participants, a confirmatory factor analysis of the one-dimensional scale reveals its nomological validity. Study 3 applies the scale to two specific brands, with acceptable levels of reliability and validity. The results thus suggest the new scale is reliable, valid, parsimonious, and generalizable in two Western cultures. The brand embarrassment construct is useful for both developing theory and providing advice to marketing practitioners.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2015.08.029