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Revised Unique Selling Proposition: Scale Development,Validation, and Application
Authors:Yongge Niu  Cheng Lu Wang
Affiliation:1. Business School of Sichuan University, Chengdu, Chinaniuyongge@gmail.com;3. University of New Haven, West Haven, Connecticut, USA
Abstract:ABSTRACT

This article reports an empirical study that revisits the unique selling proposition (USP) concept by delineating the content domains based on an operational definition. A revised USP (RUSP) scale was developed and purified, resulting in five dimensions that were consistent with our theoretical conceptualization. An application study further demonstrated that a high or low level of RUSP characteristics in an ad is associated with ad effectiveness measures. Theoretical contributions, managerial applications, and future research directions are discussed.
Keywords:benefit claim statement  persuasion strategy  scale development  unique selling proposition
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