A seven-item unidimensional scale measuring customers' perceptions of how well a specific brand outperforms its competitors. The scale captures the relative perspective of brand performance by having respondents evaluate the focal brand directly against competing brands across dimensions including product quality, reputation, promise delivery, customer need satisfaction, and market leadership. Developed and validated across five Australian industries (FMCG, financial services, telecommunications, retail, and automotive) using a three-stage scale development process encompassing qualitative consumer interviews, academic expert refinement, and three quantitative validation studies.
Wangmo, G., Piehler, R., & Baumann, C. (2025). Customer-based brand competitiveness (CBBC) scale: advancing the relative perspective. Journal of Product & Brand Management, 34(4), 450–467.
Free access to 2023+ psychometric scales at PsychScales