Brand-Nation Connection Scale

Abstract

The Brand-Nation Connection Scale (He & Ge, 2023) is an inventory/questionnaire designed to measure the brand-nation connection (BNC) construct. This construct reconsiders the concept of “country of origin” within the context of globalization, focusing on the interaction between commercial brands and the nation as a brand. Initially, 14 items were developed, divided into two dimensions: the strength of nation-to-brand association and the strength of brand-to-nation association, each with seven items. These items demonstrated content validity in terms of representativeness, specificity, and clarity. The scales were translated into Chinese using a back-translation procedure. The resulting measure was evaluated in two studies. Factor analysis ultimately reduced the scale to eight items, loading onto two distinct factors: nation-to-brand association (four items) and brand-to-nation association (four items). The studies reported favorable results regarding the scale’s reliability and validity. The primary purpose of this measure is to assess the role of brand-nation connection in influencing perceived brand globalness and brand competence.

Keywords

Nation-To-Brand Association, Brand-To-Nation Association, Brand-Nation Connection, Brand Names, Brand Preferences, Consumer Attitudes, Consumer Behavior, Marketing, Sociocultural Factors, Consumer Measures

Authors

He, Jiaxun; Ge, Jiaye

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Purpose

This measure assesses the role of brand-nation connection in perceived brand globalness and brand competence.

Validity

Construct Validity: Across the samples, the composite reliabilities of the two dimensions of the Brand-Nation Connection Scale were consistently above 0.80, which is higher than the recommended value of 0.70. Furthermore, the average variance extracted (AVE) for both dimensions was greater than 0.50, satisfying the established requirements for construct validity. Based on these results, the construct validity of the scale was supported.

Reliability

Internal Consistency: For the Nation-to-brand association factor, the Cronbach’s alpha and Composite Reliability (CR) values were both 0.90. For the Brand-to-nation association factor, the Cronbach’s alpha was 0.87, and the CR value was 0.88. In a separate sample, the Cronbach’s α for each construct ranged from 0.78 to 0.93, which is higher than the commonly recommended value of 0.70, indicating good internal consistency across both dimensions.

Factor Analysis

Exploratory and Confirmatory Factor Analysis: Exploratory Factor Analysis (EFA) yielded an 8-item structure loading onto 2 distinct factors, with a total variance explained of 79.06%, which indicates good content validity. Confirmatory Factor Analysis (CFA) further supported this two-factor structure as superior to a combined single-factor model. The CFA results showed a model fit of χ²(df) = 178.78 (19), with a χ²/df ratio of 9.41. Other fit indices were RMSEA = 0.16, GFI = 0.90, NNFI = 0.91, and CFI = 0.92. When the Brand-Nation Connection Scale was tested as part of a larger model incorporating variables such as brand innovativeness, national traditions, perceived brand globalness, brand competence, technological turbulence, and cultural change, the model fit for Sample 1 was χ²/df = 2.44 (p < 0.001), PGFI = 0.66, RMSEA = 0.07, CFI = 0.92, IFI = 0.92, and TLI = 0.91. For Sample 2, the model fit was χ²/df = 1.84 (p < 0.001), PGFI = 0.66, RMSEA = 0.06, CFI = 0.91, and IFI = 0.91 (Sample 3).

Common Method Bias: Harman’s 1-factor test was conducted to assess common method bias. The results indicated that the first factor explained 40.47% of the total variance, meaning that no single factor accounted for the majority of the variance among the variables. This suggests that common method bias did not pose a significant threat to the validity of the findings (Podsakoff et al., 2003).

Instrument

Test Type: Original Inventory/Questionnaire

Format: Items are rated using seven-point scales, ranging from “totally disagree” to “totally agree.”

Language Available: English and Chinese.

Population Group: Human (Male and Female).

Age Group: Adulthood (18 yrs & older), specifically including Young Adulthood (18-29 yrs), Thirties (30-39 yrs), and Middle Age (40-64 yrs).

Population Details: The study participants were consumers located in China.

Test Methodology: The methodology employed for validating the Brand-Nation Connection Scale included Test Validity, Construct Validity, Content Validity, Test Reliability, Internal Consistency, Factor Analysis, Confirmatory Factor Analysis, and Exploratory Factor Analysis.

Keywords

Nation-To-Brand Association, Brand-To-Nation Association, Brand-Nation Connection

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Authors

Author OCRID Identifier:
He, Jiaxun: orcid.org/0000-0002-6324-514X
Ge, Jiaye: orcid.org/0000-0001-9162-1854

Affiliation:
He, Jiaxun: Faculty of Economics and Management, East China Normal University
Ge, Jiaye: Institute for Nation(al) Branding Strategy, East China Normal University

Email addresses:
He, Jiaxun: [email protected]

Correspondence Address:
He, Jiaxun: [email protected]

Permissions & Fee and Test Year

Permissions: Contact Corresponding Author

Commercial: No

Fee: No

Test Year: 2023

References

He, J., & Ge, J. (2023). The dual impetus for perceived brand globalness and brand competence in a rapidly changing environment: The role of Brand-Nation Connection. International Marketing Review, 40(1), 4–27. doi.org/10.1108/IMR-06-2021-0210

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Items of the Brand-Nation Connection Scale

No data is Available