A márkabüszkeség koncepciója és mérési lehetőségei
The concept and measurement of brand pride

Summary/Abstract: The aim of this study is to provide a theoretical overview of the concept of brand pride, as well as to explore the efforts taken and possibilities available of measuring brand pride. The study intends to reach its aim by contrasting the concept of brand pride with related branding concepts, and by examining the brand pride definitions, different groupings and measurement methodologies of the concept. The present research explores the topic of brand pride with the exploration of relevant international and domestic literature. Based on the literature review, the literature seems to interpret brand pride mostly in the framework of the appraisal theory, according to which pride arises from the cognitive evaluation of the brand and the emotional reactions associated with it. Based on the research, the measurement of brand pride follows two main directions: the employer brand context offers a more uniform research field where there are overlaps in the applied scales, while on the consumer brand side, different, multidimensional measurement models are developed and tested. The measurement of brand pride is not uniform in the literature. To test concepts and measurement models, it may be worth examining brand pride in specific research areas for both employer and consumer brands. Exciting results can be expected from cross-cultural brand pride comparisons as well as brand pride measurements across different sectors.

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