Brand Intelligence: Its Conceptualization, Measurement, and Impact on Firm Performance

Document Type : Research Paper

Authors

1 Ph.D. Candidate, Faculty of Economics Management and Administrative Sciences, Semnan University, Semnan, Iran

2 Professor, Faculty of Economics Management and Administrative Sciences, Semnan University, Semnan, Iran

3 Associate Professor, Faculty of Economics Management and Administrative Sciences, Semnan University, Semnan, Iran

Abstract

Using intelligence in various aspects of business, including branding, allows organizations to reach a worthy competitive position in today's turbulent environment. However, no scale has been provided to measure the level of brand intelligence yet. As a result, the purpose of this study is 1) to provide an operational definition of brand intelligence and 2) to develop a standard scale for measuring this variable. This study reports a set of six studies to develop a brand intelligence scale based on an extensive literature review and interviews with practitioners. This scale shows reliability, internal consistency, construct validity, and nomological validity. The research findings show a 24-item measurement scale that consists of seven dimensions: monitoring, brand research, predictability, reactivity, learning ability, ability to collaborate, and responsiveness. Also, this study showed that brand intelligence has a significant effect on market performance and financial performance through a nomological network. Finally, contributions, implications, limitations, and future research directions are discussed.

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Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies)

Articles in Press, Accepted Manuscript
Available Online from 13 September 2023

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