Abstract:

Purpose: This study seeks to extend the resource-based view to the context of the consumers’ behavior. It is intended to develop a measurement scale of attitude towards the sales promotion of branded products, and to verify its psychometric qualities.
Design/methodology/approach: The present work encompasses the results of an approach inspired of the Churchill paradigm (1979) of developing a measurement scale for attitudes towards to the sale of branded products administered to a sample set of 400 consumers.
Findings: The results obtained showed that the optimal scale is two-dimensional and profits from acceptable psychometric qualities.
Originality/value: The paper addresses significant gaps in the current literature by taking a capability view of the attitude toward sales promotion and developing a valid measurement scale that can be used by companies in order to better understand the consumers’ behavior.