Why Does This Brand Speak to Me? Conceptualization, Scale Development, and Validation of Brand Relevance

Abstract

Brands are facing a major challenge in building an engaging relationship with consumers. This research posits relevance as key to ensuring that a brand is noticed and adopted by consumers. It identifies the dimensions of brand relevance from a consumer perspective and develops and validates a scale measuring it. Across six studies, brand relevance is defined and validated using a 12-item scale measuring four dimensions: functional, symbolic, social, and environmental relevance. Our results confirm the discriminant and predictive validity of the scale and highlight the links between the dimensions and emotional brand attachment and purchase intentions. This is the first in-depth investigation of the meaning of brand relevance for consumers.