Perceived Brand parity: critiques on Muncyʹʹs scale

ABSTRACT: Today, markets became ultra-competitive markets so that researchers shown that consumers are seeing products as similar to each others. In the marketing literature, this situation is called brand parity that it is very important to investigate but unfortunately, very little research has been done in this area. It is true that Muncyʹs scale of Perceived Brand Parity is only parity scale in the field of marketing but certainly is not the most perfect scale therefore in the paper; the researchers intend to criticize Muncyʹs scale based on issues marketing and methodology so thereby demonstrate to need for developing a more complete scale