Developing a Multidimensional Scale to Measure Barriers to Product Branding in International Firms
DOI:
https://doi.org/10.62345/Keywords:
Product Branding, International Firms, Small and Medium EnterprisesAbstract
The paper describes the development of a multidimensional scale to measure the barriers to product branding in international firms. The scale has been developed following the rigorous procedure outlined in the literature. For the development of the scale, the data were collected from Surgical Export Firms in Pakistan. The data were collected in two phases. Phase 01 comprised interviews and focus group discussion, while in phase 02 data were collected from 100 surgical firms. The data were processed using PLS-Smart. The initial scale consisted of 79 items, while the refined scale had 46 items. The scale retained only those items which have both theoretical and statistical significance. The scale has usefulness for individual researchers, industry organizations, and policy institutions.
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