Revised Unique Selling Proposition: Scale Development, Validation, and Application

Yongge Niu · Cheng Lu Wang

22 citations0/0 files storedJournal of Promotion Management

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Behavior and Marketing Influence

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.

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