An Empirical Experiment to Measure Perceived Brand Literacy: An Abstract

Brand literacy is the capacity of the consumers to understand the strategic pathway implemented by the organizations to promote their products and services in the marketplace. Acculturing consumers in order to position the brand as top of the mind is part of the process of generating brand literacy. Through the effective implementation of this process, consumers gain the ability not only to understand the brand etymologically but also their value proposition and relate it with consumer satisfaction propositions. The co-designing and co-evolution strategies also include co-branding, which is based on the degree of consumer literacy developed by the brands. The study proposes a new concept ‘consumer perceived brand literacy’ and presents a measurement scale development process. The scale presented here will help in understanding the perceived brand literacy by the consumers across the two selected brands and validate various dimensions explained in this study. The principal purpose is to explain the brand literacy perceived by consumers via five proposed dimensions. The data collection process involved application of the research instrument among 100 respondents, using a homogeneous and convenience sampling method. The process of developing the scale was based on two stages, taking into account two different brands for this study. The study revealed that among the various dimensions considered for the construct, brand personality and brand image perceived by the consumers were among the most prominent. This means that the brands would need to co-design marketing strategies with the consumers in order to inculcate the brand literacy among consumers since the initial stage of the firm. Hence, the marketing strategies would also need to be directed towards developing a strong brand personality and brand image among the consumers to assure the consumer perception is similar to the brand communication.