Developing a scale for brand competitive positioning: a study in the home appliance industry

The purpose of this study is to identify the factors affecting brand competitive positioning (BCP) and its components in the home appliance industry and also to develop a scale for it, considering both the seller’s and the buyer’s side.

The factors were investigated both qualitatively and quantitatively. Data was collected from findings of previous research as well as interviews with experts in the industry. After conducting thematic analysis, the extracted factors were confirmed by experts. A total of 400 samples was used to test the BCP scale. Respondents were the customers of some selected home appliance brands.

The results of exploratory and confirmatory factor analyses indicated that seven main factors influenced BCP, including product quality, service quality, perceived price, sales and distribution, marketing communication, market orientation and reputation and background. Also, the five components of BCP are distinctiveness, desirability, credibility, value for money and top of the mind awareness.

Modelling a new scale on BCP is of considerable importance. Using mixed method, the current study presents a new scale named Brand Competitive Positioning Scale.