Development and validation of brand strategies evaluation scale for mobile network users

Abstract

Purpose: Mobile network operators (MNO) use a variety of brand strategies in the Pakistani telecommunication market to entice mobile network users (MNU), but there was no standardized measure available that provides a fixed set of criteria for their brand strategies. To fill this knowledge gap, the primary goal of the current study is to design, develop and validate the Branding Strategies Evaluation Scale (BSES). Design/methodology/approach: The mixed-methods model of scale development and validation was employed in various phases by splitting into two studies. In study 1, after piloting factorial validity of 23 items were surveyed on the sample of 150 conveniently available participants (90= male, 60= female) between ages ranging 16 to 52 years, of different mobile network users Findings: Exploratory factor analysis unfolded five sub-factors of brand strategies with a high-reliability coefficient and internal consistency, including offer and services, competitive features, advertising strategies, brand identity and facilitation with money matters. The mean gender difference was observed only on the subscale of facilitation with money matters. In Study 2, the convergent validity of BSES was found significant by weighing its positive association with the Customer-Based Brand Equity Questionnaire (CBEQ). While the Customer Switching Intention Scale (CSIS) was used to determine BSES's discriminant validity, which revealed a significant negative correlation between the two measures. However, this is the first study intended to develop a standardized instrument for brand strategy evaluation of MNO. Practical implications: The results of this research enable Mobile network operators (MNO) to understand what kind of branding strategies are useful and effective for customers. This measure will provide authentic understanding to local MNO about the effectiveness of their brand strategies from consumer perspectives. Likewise, for academics, current research provides a gateway to asses customers' choices in a broader way in different regions for brand preferences and branding strategies used by different cellular companies.