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Developing and validating a scale of consumer brand embarrassment tendencies

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  • Walsh, Gianfranco
  • Albrecht, Arne K.
  • Hofacker, Charles F.
  • Grant, Ian
  • Takahashi, Ikuo

Abstract

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.

Suggested Citation

  • Walsh, Gianfranco & Albrecht, Arne K. & Hofacker, Charles F. & Grant, Ian & Takahashi, Ikuo, 2016. "Developing and validating a scale of consumer brand embarrassment tendencies," Journal of Business Research, Elsevier, vol. 69(3), pages 1138-1147.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:3:p:1138-1147
    DOI: 10.1016/j.jbusres.2015.08.029
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    3. Baker, Thomas L. & Chari, Simos & Daryanto, Ahmad & Dzenkovska, Julija & Ifie, Kemefasu & Lukas, Bryan A. & Walsh, Gianfranco, 2020. "Discount venture brands: Self-congruity and perceived value-for-money?," Journal of Business Research, Elsevier, vol. 116(C), pages 412-419.
    4. Abhigyan Sarkar & Juhi Gahlot Sarkar & S. Sreejesh & M. R. Anusree & Bikramjit Rishi, 2020. "You are so embarrassing, still, I hate you less! Investigating consumers’ brand embarrassment and brand hate," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 93-107, January.
    5. Aslıhan KIYMALIOĞLU & Eyyüp YARAŞ & Duygu AYDIN ÜNAL, 2018. "Keeping up with the Joneses – the Effect of Individual Cultural Values on Conspicuous Consumption," Istanbul Business Research, Istanbul University Business School, vol. 47(1), pages 88-100, May.
    6. Czakon, Wojciech & Klimas, Patrycja & Kawa, Arkadiusz & Kraus, Sascha, 2023. "How myopic are managers? Development and validation of a multidimensional strategic myopia scale," Journal of Business Research, Elsevier, vol. 157(C).
    7. Esmark Jones, Carol L. & Barney, Christian & Farmer, Adam, 2018. "Appreciating Anonymity: An Exploration of Embarrassing Products and the Power of Blending In," Journal of Retailing, Elsevier, vol. 94(2), pages 186-202.

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